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New purchasing habits, longer buying cycles, and fragmented communication channels have made it more difficult to capture and keep the attention of potential buyers. Yet you need to stay top of mind until prospects are ready to reach out. One of the best ways to keep your target audience engaged over time is by producing and distributing relevant, valuable content across multiple channels. However, without a strategic approach, you'll waste critical resources and opportunities to connect. In this session we'll cover common mistakes, highlight real-world examples, and provide tips and best practices to ensure a successful content initiative.
You'll learn how to:
* Create a content marketing strategy
* Develop content that resonates with your audience
* Use the appropriate content for each stage of the sales cycle
* Extend the life and value of existing content
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