Chapter 4

Content marketing: know, like and trust

Make it about them, not about you.

Simon Sinek

Now you understand how the web universe fits together, you've defined your buyer persona and you've uncovered your flagship content, it's time to dive into the specifics of the path people follow to get to know, like and trust you online.

Content marketing is the process of publishing on the web useful, relevant and interesting content that serves your buyers. The aim is to educate, inform and entertain your prospective buyers so that the ‘right people' know, like and trust you, and eventually become your customers and referrers.

As a rule of thumb, 75 per cent of web searchers with a problem are looking for information to help solve it, 23 per cent ...

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