How to do effective content marketing: Use empathy
In 2015, branded content output climbed 35 percent per channel, but content engagement decreased by 17 percent. What does that say? More content doesn't mean more engagement. You can make all the content you want, but if your audience isn't connecting, it won't help your cause. Successful content marketing is about attracting people to your brand through content — be it educational, inspirational or entertaining — with the goal of turning them into customers over time.
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