Brands should listen to their audience to improve their content marketing efforts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 18, 2019, 5:28 PM UTC

Interacting with customers can help marketers determine what content format consumers prefer.

This piece recommends that marketers should communicate with their audience in order to understand their pain points. Brands should ask numerous questions related to consumers’ research and buying process, to both their internal and external stakeholders.

Brands can use data from conversations, surveys and consumer interactions to find out how customer demands align with the company’s content marketing goals. While making new content marketing strategies, organisations should refer to successful campaigns from the past.

The author suggests that to maximise their content marketing budgets, brands should align their content with SEO and digital marketing goals. By revisiting and repurposing old content into multiple formats and channels, brands can utilise their budget to its maximum potential.

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