Far too many content marketing programs fail to connect the brand to customer problems before the customer starts looking for a solution.
One of the biggest impacts is it creates a very jarring experience... it fails at placing your brand into the consideration set for buyers.
Much as we want people to, much as we build our programs to, brands are being selected in the minds of buyers through mental lists.
Marketers must focus on establishing mental availability: Having their brand come to mind when a buyer encounters a problem.
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