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Content is the most critical component for search engine discovery and ranking of a site.
But all the organic traffic in the world is meaningless if that traffic does not convert into paying – or otherwise monetized – customers.
On February 20, I moderated an SEJ ThinkTank webinar presented by Michelle Robbins, founder and principal consultant at BetaGirl Consulting.
Robbins shared a framework for creating a long-term content strategy that focuses on acquisition instead of eyeballs.
Here’s a recap of the webinar presentation.
Content is the key to organic search acquisition. But before embarking on a content marketing campaign, you need to make sure you understand who your converting customers actually are.
Look at your analytics and zero in on what types of content drove your existing customers to convert and then you can begin formulating a strategy to scale that success.
You’ll also want to segment out your audience by value (i.e., who are the people directly influencing your bottom line).
For most companies, traffic in and of itself is meaningless. Conversions form the ground truth for success.
Conversions can be:
A newsletter subscriber.
A product or service purchase.
An asset download.
Any other customer acquisition as determined by your own business model.
Making significant changes in how you analyze your data can have interesting results and surface important insights.
Pageviews can be a relatively easy metric to influence especially for a publisher. But what matters is not that people come to your site, it’s what they do when they arrive.
Sign up to your newsletter?
Buy a product?
Request a demo?
One-and-done bounces are the least valuable visits you’ll get.
You want to eliminate that kind of traffic and focus on tactics to generate valuable ROI-producing customers.Rethinking Your Content Strategy
Focusing on quality over quantity is the path to getting valuable conversions.
This may seem obvious, but in competitive spaces, it’s easy to get on a treadmill of constantly pushing out content without considering the overall value proposition of that content for both you and your customers.
Putting time and resources into publishing low-quality or redundant content doesn’t really benefit anyone in the long run.
There are many ways to drive a quick spike in eyeballs to your website. But unless you’re effectively monetizing those non-targeted eyeballs, it’s a short-sighted way to approach your content strategy.
Before you undertake any new initiative or change of tactic, ask these questions first:
Do I (or my client) need to do this?
Will it positively impact ROI or will it drain resources better spent on other ROI-positive efforts?
Does it address the market realities we face?
Are there other, even more effective channels for getting the same result?
Asking these questions first will keep you and your team focused on the goal.
Also, remember to always focus on the content and audience first. Search engine algorithms come second.
All the rankings on organic traffic in the world don’t count if there are no conversions.Creating a Content Framework
Armed with your data analysis, the next step is to put together a content strategy framework.
This will help keep you and your content team focused on the same page and most importantly will keep things consistent.Step 1: Define Topics
In this step, you want to define your core content topics based on your first-party data about your audience and what you already know about your customers.
This data can come from multiple sources such as:
Site traffic and analytics.
Ad campaign data.
Your social media engagements.
Understand what type of content drives conversions first and foremost.
If you have insufficient first-party data, you can utilize third-party data through keyword and topic research.Step 2: Classify Categories
Once you’ve defined your topics, the next step is to classify your content categories.
These categories will inform the type of content you’ll create for your campaigns. While this will look different for every business, classifying types of content you’ll be producing will help:
Maintain consistency across your initiatives.
Give structure to your content strategies.
This is particularly important when you start deploying initiatives and introducing measures of leverage.
If you’re a marketing publisher, you may categorize your content as:
News Content (Need to Know Now): This type of content involves time-sensitive information. As a result, the shelf-life of news content is relatively limited.
Contributed Content (Need to Know How): This is primarily provided by practitioners in the field who offer tactics and deep dives into a specific area of marketing.
Featured Content (Need to Be Thinking About): This type of content includes thought pieces, trends to watch, and resource compilations that tend to be more in-depth articles.
These categories will work nicely for a publisher, but depending on your business model, your content categories could be product information, how-to content, or FAQs.
The final category we’re going to talk about is evergreen content, which is the most comprehensive and valuable content.
This category ultimately provides the most leverage and channel distribution opportunity to any organization and can be created by all types of businesses.
Evergreen content can be kept current or updated as needed. Its relevance is not bound by time and trends.Step 3: Define Requirements
Next, you’ll want to define the requirements to be applied to each initiative.
Here’s a sample set of requirements for a publisher:
Unique information or new point of view.
Credible sourcing and supporting data.
Provide a benefit to the reader.Content That Converts: Process
After you’ve established the framework for your content strategy, you’re going to want to develop your process. Underpinning content strategy success is a process that demonstrates a commitment to playing the long game.
Again, a solid content strategy is not about SEO or search engines, it’s about customers.Produce Evergreen Content
Evergreen content is key to playing the long game. Time and resources are well spent producing high-quality core topic focus pieces that can be shared, promoted, leveraged, and kept current.
The overall goal of evergreen content is to produce a resource to drive customers and brand loyalty while also cementing topic authority.Maintain an Editorial Calendar
Also central to the process is having an editorial calendar. An editorial calendar is the foundation of operationalizing your content strategy.
It keeps resources focused and allotted on an ongoing basis and enables you to create a repeatable rhythm to content creation.
Ultimately, the best system is always the one that you and everyone involved in your content projects will use consistently.Leverage Multi-Purpose Content
The final step in the process is all about cementing authority around a given topic by creating a content initiative that can scale across multiple channels and is repeatable.
The goal is to maximize channel distribution of a single content asset and then you simply rinse and repeat.
You don’t need to roll out a new piece of content every week or even every month if you’re able to leverage as many channels and modes as possible.
Your editorial calendar could focus on one topic per quarter rolling out the distribution into the different channels throughout that quarter.
It’s far less daunting to undertake a comprehensive content strategy when you adopt a framework, create a process, and leverage the available channels.
Depending on your topics, you can simply update and reroll out existing pieces of evergreen content on an annual or quarterly or you semi-annual basis, whatever makes sense for that topic.Key Takeaways
Play the long game.
Reduce, re-use and refresh your content.
Have a framework and process, and be consistent.
Beware of shortcuts.
Hire professional writers and editors.[Video Recap] From Pageviews to People: Don’t Just Drive Traffic, Drive Customers
Here’s the video recap of the webinar presentation and Q&A session.
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The buying world has changed. You don’t need us to tell you that. Consumers think and act differently than they did even just 10 years ago. Humans are a constantly evolving species that develop new trends — and ride them. Currently, online shopping is the way of the foreseeable future. eCommerce sites are providing a new shopping experience that can’t be matched by in-person stores. The power of the web has allowed these sites to play to numerous strengthens, which have caused the downfall of the “American mall.”
Today, eCommerce sites are putting brick and mortar stores out of business because they provide a 21st-century shopping experience. Now customers can:
Have full access to a store’s inventory
See product reviews and information
Just these three elements alone, have changed how shopping is done by the average American consumer. It is estimated that 80 percent of Americans have made an online purchase in the last 30 days. This stat underscores two things:
Americans like shopping online
Competition in the eCommerce world is intense
The Strategy For Your eCommerce Site
In order to create an effective strategy, you need to break it down into phases.
What makes a successful eCommerce site is consistent traffic, followed by consistent sales. This process isn’t always linear, and it will require continued readjustment as you test out your finalized strategy.
An eCommerce site needs to have their target audience nailed down. The only way to make sales is to connect with the right people. During this phase, market analysis needs to be conducted on what your ideal customer looks like, thinks like, and acts like. Other evidence that needs to be found includes:
Who are your competitors targeting?
How are other websites providing a good user experience?
What are our key selling propositions?
This phase is critical to truly understanding who your business is, and who you’re trying to sell to. Don’t just assume you know your audience, because, without serious hyper-targeting of the right people, you’re going to blow your marketing budget.
Product Care Phase
Something a lot of eCommerce stores get wrong is that they try and do too much too quickly. It is important to do one thing really well first — then move onto the next. In this phase, you need to decide what product you want to run with and then iron out any wrinkles. Ultimately, your product is what people are looking for and will judge you upon (if they buy). Therefore, know your market and plan to get traction with one product line before you diversify. In the meantime, be thinking about how you will deploy and support your future products as you see positive results.
User Experience Phase
An eCommerce site won’t stay afloat if page visitors hate it. From navigation to content — your site needs to be tailored to stimulate your audience from the second they arrive on your domain. It’s going to be hard to convert visitors into customers if your website doesn’t provide them with a favorable shopping experience.
Easy and fast navigation
High-quality product images/videos
Quick and simple checkout process
Consumer Nurturing Phase
So let’s assume you got someone to your site, and they like your product(s). They want to buy. How can you push them over the top? It is important to not just assume that your product is going to “wow” every potential buyer and that’s enough to close the deal. You need to be conscious of nurturing your buyer into believing that purchasing this product is indeed a good decision.
Ways you can continue to support a consumer’s buying decision:
Checkout add-ins (free shipping, additional goodie, next sale discount, etc.)
Social media links
Customer review pop-ups
Voice assistants are usually found in sci-fi and are often complicated pieces of tech. In the real world, they can provide automation and entertainment. For Amazon’s own line of voice assistants, you’re able to create an “Alexa Skill” – a fundamental building block of how the device interacts with users.
In this post we discuss what an Alexa Skill is, then run through how to create one without coding knowledge!An Introduction to Alexa Skills
For the uninitiated, an Alexa Skill is how a user interacts with Amazon’s Echo line of voice assistants. It’s a cloud-based service that takes input from the user – in this case their speech – runs it through code, and returns a result.
To offer a real-world example, take the NASA Mars Alexa Skill.
You start the Skill by using a unique “invocation name” – there are usually a few ways to do it. In this example, you could simply state, “Alexa, open NASA Mars.” Alternatively, you could ask a question “Alexa, ask NASA Mars how big Mars is.” You’ll then get a spoken response.
Much like the Web itself, there are Alexa Skills running a gamut of applications, including games, educational content, and much more.Why You’d Want to Create an Alexa Skill
Voice assistants are widely used. The Amazon Echo is a market leader on a quarter-by-quarter basis, and part of this is down to the number and variety of Alexa Skills available.
On a basic level, creating something dynamic (i.e. that responds to user input) is a driving factor for many hobbyist programmers. However, plenty of other developers and companies have also looked to monetize their Alexa Skills.
For others, simply offering entertainment or educational value is a driving factor. In short, there are plenty of valid reasons to want to create an Alexa Skill.
What’s more, developing for the platform is straightforward, regardless of your experience. In fact, you could even create an Alexa Skill without coding knowledge, as you’ll discover in the next section.How to Create an Alexa Skill without Coding Experience
There’s very little you need to create an Alexa Skill. The main requirement is an Amazon Developer account. There’s no charge for this, but you’ll need one to access the Alexa Software Development Kit (SDK) and essential tools and interfaces.
When you’re ready to create an Alexa Skill, the basic steps are as follows:
1. Choose a name for your Skill.
2. Decide on an interaction model, such as “Flash Briefing,” “Smart Home,” or “Music.”
3. Choose a hosting method for your Alexa Skill. Amazon’s free hosting is often adequate.
4. Create your Alexa Skill’s fundamental functionality (more on this shortly).
5. Test and deploy your Alexa Skill.
Of course, developing the Skill itself could take up most of your effort and time. Under normal circumstances, you’d need considerable coding skills to create this sort of application.
However, you can create an Alexa Skill using “Blueprints” – pre-built blocks that help you piece together your Skill without opening a code editor:
However, once you’ve developed one Alexa Skill, you may get the itch to create another. Fortunately, there are a number of resources for helping you along the way.Your Next Steps for Creating an Alexa Skill
We mentioned monetization, and if this interests you, you’ll want to first check out Amazon’s guide on In-Skill purchases. From there, researching real-world examples of developers who have earned income from Alexa Skills is a good idea.
If you’d like to explore the world beyond using Alexa Blueprints, check out Amazon’s specific tutorials. However, you’ll notice that coding will become a requirement sooner rather than later.
In short, Python is a top-notch language for both beginners and experienced coders, and it’s fully supported for Alexa. We’d suggest diving in and learning the basics before attempting to create an Alexa Skill again.Wrapping Up
Amazon’s Echo devices can provide plenty of helpful and fun ways to enrich your life. However, if you wish to create an Alexa Skill, you’ll be providing plenty of value to other users and may even be able to monetize your efforts. Alternatively, if you are just getting started with Amazon Echo, you may want to check out some of the must-have skills before you create your own.
Tom Rankin is a quality content writer for WordPress, tech, and small businesses. When he’s not putting fingers to keyboard, he can be found taking photographs, writing music, playing computer games, and talking in the third-person.
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Learn how to use ChatGPT, an AI chatbot developed by OpenAI. Create an account on the Chat GPT login page and start generating text, answering questions, and completing tasks with this versatile tool. Get started today!
Unlock the potential of ChatGPT by accessing its features through the Chat GPT login page. By creating an account on this platform, you can harness the power of this AI chatbot developed by OpenAI. Engage in text generation, question answering, and task completion with ease. First, sign up on the Chat GPT login page today and embark on a journey of limitless possibilities.
ChatGPT is a highly sophisticated AI chatbot trained on vast amounts of text data, making it capable of generating human-like responses to a wide range of prompts. The chatbot’s interface is user-friendly, and users can log in with their Google or Microsoft accounts or enter their email addresses to get started. In this article, we’ll walk you through creating an account on the Chat GPT login page and using the chatbot to its full potential.
More Useful: Chat GPT-4 Login: Sign Up, Access and Use
To create an account on Chat GPT, you must create an account on the OpenAI website first. You can do this by following these steps:
See Also: Chat GPT Login: Sign Up, Access and Use
Now that you’ve created an account on Chat GPT, you can start using the AI chatbot. Here’s how:
To log in to Chat GPT, visit the chúng tôi page and enter your email address and password. Alternatively, you can use your Google or Microsoft account to log in.
Once you’re logged in, you can start chatting with Chat GPT. Type in your text and hit Enter to receive a response from the chatbot. If you’re not satisfied with the response, you can try tweaking your prompt or giving Chat GPT more information.
Chat GPT is a highly versatile chatbot that can perform a wide range of tasks. Here are some examples of what you can do with the chatbot:
Generate text: Type in a prompt, and Chat GPT will generate text based on the input.
Answer questions: Ask a question, and Chat GPT will provide an answer based on its knowledge base.
Complete tasks: Provide Chat GPT with the details of a task, and it will complete it for you.
Also Check: Chat GPT 3 Login: How to Access Your Account and Get Started
ChatGPT provides a unique user experience by offering conversational AI chatbot services. You can use ChatGPT for various purposes, such as language translation, text summarization, and answering questions. It is also beneficial for businesses to use ChatGPT as a customer service tool to improve their customer support services.
To get the most out of ChatGPT, it’s essential to understand how the chatbot works and how to interact with it. Here are some tips for using ChatGPT:
Start with simple questions: When using ChatGPT for the first time, start with simple questions to get familiar with the chatbot’s responses.
Be specific: The more specific your question is, the better the response from ChatGPT.
Provide context: Providing context and background information for your question will help ChatGPT to provide a more accurate response.
Be patient: ChatGPT may take some time to generate a response, so it’s important to be patient and wait for the chatbot to complete its analysis.
If you are encountering login issues with ChatGPT, there are several troubleshooting steps you can take. Here are some recommended solutions:
Verify that your username and password are accurate.
Attempt logging in using a different browser or opening a new “private browsing” session.
Ensure that your internet connection is stable and reliable.
Clear your browser’s cache and cookies.
Disable any VPN or proxy connections you may be using.
Allow some time to pass and try logging in again later.
Verify the status of the ChatGPT server.
Consult the ChatGPT online FAQs section for additional assistance.
If none of these solutions resolve the issue, you can reach out to ChatGPT support for further assistance.
ChatGPT is an AI chatbot developed by OpenAI that offers conversational services to users. To access ChatGPT and interact with the chatbot, you can create an account on the OpenAI website and log in. It’s crucial to understand how the chatbot works and how to interact with it to get the most out of ChatGPT. Although ChatGPT has some limitations and common issues, it’s still a valuable tool for individuals and businesses looking to enhance their communication skills and customer service.
Introduction to Drupal CMS
Drupal CMS is defined as, it is a free and open-source Content Management System that can authorize, control, and bring out our content. It has been constructed on the PHP surrounding. It is controlled below the General Public License, which can provide the privilege of copying and sharing with others. It can be utilized for searching web hosting of our Drupal website, acquiring the user interface, and setting up a new front page, etc. Content Management System is a software having a group of equivalent programs which can be utilized for generating and controlling the various kind of virtual or connected content.
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Web development, programming languages, Software testing & othersWhat is Drupal CMS? How to Create Drupal CMS?
Given below shows how to create drupal cms:Step 1: Installation of Drupal
Let us see the installation process of Drupal, which is the same as many platforms. For manual installation, first, we need to have a local environment. As a pre-requisite, an MYSQL database and installed Drush are required, which the site has been utilized.
If we are using Drush for downloading, then you have to use a command line, and the command will be:
Command:"drush dl –drupal-project-rename=docroot",
For changing the directory, “cd docroot/”:
After installation, we need to configure the installation in which we can approach the site by utilizing the standard URL, which will present you with the Drupal installation. We have to select the language through it.
Then we have to select the installation profile, either standard or minimal, which standard can be selected by beginners.
After completion of the needful section, the installer can be appended to the Drupal software on our website.
After completing the installation, we can arrange the setting and details of our site.
After filling in all the needful details, we can be able to save the settings, and we can see the admin toolbar has numerous key options.Step 2: To begin generating the content
This can take you to the content page, which is empty for the first time.
If we want to generate, then select Add content, then we need to select the content type.
We can also utilize the editing interface for appending the body of the article.
We can also be able to append the tags and images.
We can arrange the article setting.
We can edit every section by enlarging the options which it holds.Current Landscape
Drupal 9 became the latest version of it is Drupal 10, which is the latest version of the main open-source CMS to become DXP. Drupal versions are coming so fast with the backward compatibility, and it provides simple upgrade ways for websites which is already updated.
Landscape Architecture Foundation is a non-profit liberal organization established in 1966 with the aim to defend, refine, and upgrade the environment. It already has the website, which TOKY establishes, but they need to construct the Landscape Performance series. Drupal has been selected by Landscape due to its ability of views, which can authorize us to construct strong searching and clarifying functionality that can be utilized already in case studies, quick fiction library, benefit toolkit, and also the gathering part. It can merge views with the structural architecture of Drupal; we can simply present various content types in a multitude of ways.Benefits of Drupal CMS
There are some benefits of Drupal CMS:
Security: Drupal provides firm security, which can make a well-liked solution for the government as well as enterprise-level clients. The security team of Drupal is devoted to recognizing and surveying the possible risk in Drupal core and contributed modules also.
Flexibility: Drupal has been honored as the best pliable content management system. It is simple to generate and control an extensive variety of content coming out of videos to weblogs. Due to its flexibility, it is ideal for generating interesting websites.
Performance and scalability: Drupal can manage an unexpected point in traffic, which is finer than most CMS. Expandability of it can enlarge the traffic on websites.
Customizability: It is 100% customizable due to the above 40,000 modules, and plug-ins are improving the functionality of the websites.
Accessibility and ability to integrate marketing tools: It is executed for availability which can make sure to provide comprehensive experiences to the users.
User experience: Drupal is customer-centric and has various contents for the realization that gives users the correct experience that they expect. The layout of it also authorizes generating landing pages and re-utilized the pages.Custom Experiences
The custom CMS has been specially modified to help the project pre-condition, and it can be converted into more popularity. It means that a development team can be able to construct substitutes suitable for the marketing and brand dimensions. However, it can happen if the company has time and economics on its side to assemble the required substitute.Conclusion
In this article, we conclude that Drupal is a flexible Content Management System that can authorize control of the content types with videos, text, blogs, menus, etc. It can have numerous templates for constructing applications, so this article is helpful in understanding the concept of Drupal CMS with its benefits.Recommended Articles
This is a guide to Drupal CMS. Here we discuss the introduction and steps to create drupal CMS along with some benefits and custom experiences. You may also have a look at the following articles to learn more –
Leverage the power of your data
Too many marketers are spending vast amounts of ad spend to essentially learn about how their campaigns should work. Why not rethink your approach and use your existing data to transform your paid activity and enhance your return on investment.The problem with paid content distribution
A campaign manager for a major sportswear retailer is looking at the brand’s customer base, eCRM insight and its demographic profile data. Amongst this data, they identify that a large proportion of their customers has a keen interest in football shirts. It’s the peak season for new shirts being released from all of the major football clubs, so this is a prime moment to be launching paid social and retargeting campaigns for the latest football strips. The retailer starts the campaign, and throws a significant investment behind it – in terms of both content and ad spend.
However, there is a problem. The content and imagery for this campaign prominently features the new shirt for Manchester United, yet the campaign actually reaches supporters of Manchester City, Liverpool and Arsenal. In fact, it reaches supporters of all of the other 19 Premier League clubs. As a result, the campaign misses its target, and huge sums are invested in targeting users with an ad that not only failed to appeal, but actively disengages those audiences.
It is a problem that has its roots in brands struggling to use their first party data effectively prior to deploying paid activity. This results in brands spending the greatest proportion of their ad spent on targeting incredibly wide audiences on generic terms until, eventually, they find their optimum audience.The key to better campaigns? Your audience data
The good news is that your brand should have existing data to hand that can address this problem, transform your approach to paid activity and enhances your return on investment.
Using raw data from your CRM database and remarketing tags, and applying some basic levels of audience insights, you can transform your strategic output, segment your customer base and create new strategies for your paid activity.
Going through this process will allow you to identify demographic or behavioural trains that are intrinsically linked, and then group these into target personas. These personas can then be segmented and built into incredibly granular targeting pools.
The result is a much more efficient may of running paid ad and content distribution campaigns.
In this more efficient model, a very small level of the campaign resource (namely, time and budget) has been invested in understanding the audience at the very beginning of the campaign. Gathering the learnings from this insight ensures that you can target a more relevant audience to drive stronger engagement.Step 1: Building your audience personas
If you want to get your content to an audience, you need to know where that audience resides online (in other words, where they are digitally active) and how they engage with brands. Without this insight, paid content distribution can be a costly exercise.The importance of personas
Your eCRM data provides you with a huge amount of data on your existing audiences, including your regular customers, your big spenders and your dormant account holders. By segmenting these audiences, you can create a clear picture of your core customer base and your target audience.
This process allows you to spot clear demographic traits between audience groups and, most importantly, allows you to understand what is likely to trigger them into performing a positive consumer action. These key incentivisation points will ultimately dictate which messaging is targeted to each audience group, and at which point in the buying process.Introducing lookalike marketing
Using sophisticated lookalike technology, combined with further audience insights tools based on engaged users, it is possible for a brand to grow its audience extremely quickly.Step 2: Segmenting your audience
Having identified where the opportunities to grow your audience are, you now need to segment them. This is where your retargeting activity becomes increasingly powerful.
Let’s go back to our football shirt analogy from earlier. That situation is a result of broad customer segmentation and broad content messaging. It is something that, through the correct use of retargeting tags, is easily addressed.
By creating much more detailed and granular audience segmentation buckets, based on both demographic – activity behaviour, we can ensure that any retargeting message is optimised for that audience based on the behaviour traits that we would expect for that group.
This level of granularity has the power to transform your content distribution strategy into a channel that can really deliver significant return on investment.Step 3: Turning content into acquisition
This level of segmentation takes significant ‘guesswork’ out of paid content distribution, ensures that a brand’s ad budget is directed only at audiences that will drive acquisition, and only in ways that will most effectively engage those audiences. It ensures that only those customers that may welcome a ‘harder-sell’ message are exposed to it, whilst those that prefer less aggressive messaging are not exposed to overtly sales-heavy content.
This means that ad spend can be directed on growing and reaching audiences that are directly aligned to the overall business objectives, that spend isn’t wasted on audiences that you are unlikely to convert, and that your return on investment on paid content distribution is vastly improved.Five takeaways you can use right now Rethink your approach
Too many marketers are spending vast amounts of ad spend to essentially learn about how their campaigns should work. This means that budget isn’t being utilised effectively and isn’t delivering a return on your investment. There are better ways to learn about your audience without utilising your ad budget.Get stuck into your customer data
One of those better ways is to dive into your first party data. Your customer data provides you with an unrivalled level of insight into who your customers are, how they behave and why they interact with your brand.Understand your audience
Using this data, you can build a clear picture of your most engaged customer groups, your most profitable customer groups and the customer groups that have left your brand.Grow your audience reach
It’s highly likely that the audiences that you want to reach share the same behavioural and demographic traits as the audiences that you are already reaching. By performing lookalike matching on your current audience groups, you can identify a potentially huge target audience for your brand to target.Target them with the right content
Understand how those audiences interact and engage with your content, and retarget them with something that is relevant. The more granular your customer segmentation is, the more effective this retargeting will be.
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