Sunday, January 4, 2015

Without Tailoring Content to the Buyer's Journey, You're Missing the Mark

Creating content that doesn’t directly speak to your audience is like accidentally gifting your mother-in-law a men’s razor and some aftershave. It’s a waste of resources, and you’re bound to lose a lot more than trust. When your content lacks a clear tone, goal, and audience, it will fail to resonate with the people who matter most to your business: existing and potential customers.

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