Match content to where customers are in their buying journey

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 19, 2021, 2:57 AM UTC

Companies must create content that is relevant, engaging, and true to a brand’s mission and values.

Small businesses must create marketing content that’s educational, well-researched, optimised for search and well-planned. To begin, start by deciding the goal the content would serve. Create customer profiles and conduct a competitor analysis.

Identify the formats in which to create content depending on the various stages of the funnel. This could be content for ads, site landing pages, webinars, testimonials, case studies and more.

To use content to develop strong relationships with customers, small businesses must leverage Facebook groups, try influencer marketing, and leverage relevant interactive tools social networks have. Keep a keen eye on upcoming and current content trends to guide content marketing strategies.

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