I touched on something recently during a Hampton Roads AMA panel that really bears repeating, clarifying and driving home for anyone responsible for running a business.
The concept of a purchase funnel is obsolete. Consumers search for information and make decisions based on what they find. Managing what they find, how they perceive your product and how they engage with you is what content marketing is all about.
The goal of content marketing is to facilitate the purchase decision. Over and over again. Your content must be aligned and keep your customer constantly engaged or your customer will disconnect.
Search for “Purchase Funnel” and you’ll find millions of images and explanations dating back to the dawn of time showing how people move from awareness of a product to purchase. Almost all of them bear a strong resemblance to the one at right. The consumer or target enters at the…
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