The ability to attract new customers and nurture them to the point of conversion and beyond is the backbone of any business. It’s impossible to survive without doing this, but for many businesses the whole process is extremely challenging. It requires that you not only understand your target audience but that you also know how to appeal to them throughout the entire customer journey.
In the marketing industry, we conceptualize this journey in the form of a sales funnel. The prospects at the top of your funnel are going to be in a completely different point in their customer journey than the ones you’ve nurtured to the point of purchase. Content marketing is the most powerful tool you have for fueling movement toward conversion.