When people think of content marketing, the first thing that comes to mind is usually top-of-funnel, awareness-level content. This content draws people in at the beginning of their buyer’s journey, allowing you to nurture them all the way along their journey to becoming a customer. But at some point, you’re going to need to generate…
Brand matters. But unless you’re Disney, Apple, Amazon, Microsoft, Nike, McDonald’s, etc., it matters a lot less than you’d think. Especially in the early days of your business, you don’t really have a brand. You have many components that can lead to the eventual creation of a brand — values, expertise, visual identity. But the…
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