Understanding what kind of content your prospects want more of and driving content marketing practices that can meet these needs can enable both, marketers and sales teams and enhance the overall buying journey and product experience.
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Another key dynamic in social media is an increase in fragmentation between communities and platforms online. Social media platforms are more and more associated with a specific age group or community, for instance with TikTok and Gen Z, or Pinterest and creatives.
It’s important for marketers to acknowledge this dynamic and adapt their content and distribution strategies accordingly. In some instances, it makes sense for them to work with existing digital companies that can access those established audiences and distribution channels, in order to amplify their messages, while maintaining a targeted approach.