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A simple thought exercise: If you’re in a hotly-competitive field (like SEO or digital marketing) and one company has gated content and the other gives their best content away for free, which one will have a more positive brand view? Its all about moving folks through your customerjourney. ” It’s THEIRS.
Considering the content’s place in the customerjourney helps you tailor it more intentionally by understanding what came before and the next actions. While some SEOs may worry about potential cannibalization, when done correctly and aligned with the audience’s needs, you can work around such issues.
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