Building brand awareness and earning audiences’ trust is no easy task. But according to a survey of business-to-business marketers published by the Content Marketing Institute, marketers rank efforts at the top of the sales funnel as less challenging than bottom-of-the-funnel initiatives like driving sales and revenue, and cultivating loyalty among existing customers.
So how can you keep your customers coming back for the long term? Try these four strategies, which combine data from the study with my own experience as the CEO of an industry-leading visual communication agency.
1. Craft content around the customer journey.
The CMI reports that while just 48 percent of all survey respondents “always or frequently” develop their content around particular stages of the customer journey, 74 percent of the most successful content marketers do this…