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For B2C Marketing Professionals

Stop Pushing Unwanted Content To Customers

Landscape: The Content Marketing Playbook

January 5, 2017

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This is the Landscape report in The Content Marketing Playbook For 2018.

Why Read This Report

Customers have abundant sources of information to drive their purchases, and a new one's never more than a click away. This dynamic hurts marketers who push unwanted content and rewards those who push helpful and handy content. Careful analysis of how customers relate to channels — and the content in them — will help marketers keep those customers close and win their business. This report describes how to proceed.

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Table of Contents

  • Marketers Must Adapt To Customers' Content Preferences
  • Marketers' Content Can Drive Awareness And Affinity In Media Channels
  • Marketers' Content Can Aid Customers' Research In Owned Channels
  • Marketers' Content Can Serve Customers Post-Purchase
  • Recommendations

  • Identify The Specific Content Terrain Of Your Customers
  • Supplemental Material
  • Related Research Documents

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