Away from device sales, the company's location and commerce department had a difficult quarter, but the sale of map content licenses (to companies like Amazon) offset the dwindling popularity of standalone GPS units.

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Earlier this week, Sina, a leading Chinese online media company, announced a strategic partnership with AutoNavi Holdings Limited, a provider of digital map content and navigation and location-based solutions in China, in an effort to enhance the social, location and mobile offerings of both the companies.

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The Mountain View, California has also driven more than 5 million unique miles as part of its five-year quest (called project Ground Truth) to build more accurate maps from its own raw data rather than licensing map content from others, said Brian McClendon, head of Google maps.

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So step one in content marketing is pick the right map and that map is inside the mind of your ideal customer.

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Unstructured customer conversation content is very difficult to map to enterprise transaction and master data management systems, which form the core of enterprise business application software.

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Instead, a map of the meanings of what is being talked about is created and automatically updated as new content arrives.

FORBES: JargonSpy