The Best Marketing Strategy? Start by Answering Your Customers’ Questions
In today’s saturated media environment, trust is the new currency. But how do you earn it? Not by shouting louder. Not by spinning slicker taglines. And definitely not by hiding behind jargon. You earn trust the old-fashioned way: by being helpful. From Content to Conversion: Strategy in Action For example, if you're a regional health insurer, you already know your prospects are asking: “What does this plan cost compared to others?” “What’s the difference between an HMO and PPO?” “Will I be able to keep my doctor?” “Does the plan include dental?” “What do current members think?” A content-forward strategy meets them where they are: Blog posts that break down plan options Videos that explain the enrollment process Downloadable guides comparing coverage levels Personalized mailers that address common FAQs And in the B2B world? Same rules apply. Buyers want clarity, not complexity. In the marketing campaigns we’ve developed for our clients, we've used this approach to: Reduce cost per acquisition Improve lead quality ...
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