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Mapping Your Content for Potential Clients' Planning Stage
In my article in the March issue, I explained the essential elements of an effective content program, including well-defined content pillars, the right mix of content, and alignment with your business development objective.
I also noted that different types of content work better for different stages of the buyer's journey (which is often where the confusion around being able to get clients directly from a blog/alert/speaking engagement/email occurs), and teased a deeper look at mapping your content into that journey.
Let's buckle up and take that trip! (Caution: more road metaphors ahead.)
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