Excerpt...

Having a detailed understanding of what your audience is interested in is imperative. The beauty of this imperative is that it doesn’t have to be an expensive research study conducted by a third party.  A simple survey using one of the many inexpensive online tools can be very effective.  Simply engaging directly with your audience at events, through social networks, at customer meetings, etc. also can be very effective.  At the end of the day, consistently engaging with your audience needs to be part of the fabric of your entire marketing organization.

 

Once you know what they want, creating interesting content is easy because your audience already told you they are interested in it! Allowing your audience’s feedback to dictate your corporate marketing objectives isn’t a nice-to-have, it’s a must-have, to deliver on the imperative to create more engaging and compelling content.

 

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