As I plow through the writing for my tenth book, Be Where They Are. Go Where They’re Going, what I’m most concerned with doing is helping you best understand what customers want these days when it comes to content marketing and customer experience overall. Companies must evolve and adapt from the past few years of lobbing content into various channels and hoping to reach prospective customers. Instead, they have to develop material and touchpoints that show the customer that you’re ready to serve a customer at their point of need.

Part of this involves changing how you build out content marketing.

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