CHAPTER 11
THE IN-TOUCHPOINT MOMENT
Whether you provide a product or service, you have an advantage because you know what your customer is interested in. Therefore, you have the opportunity to leverage your content creation and marketing efforts to become a thought leader and value provider, even if the recipient is no longer a customer. This is the spirit of the in-touchpoint.
The concept behind the movement around content marketing is to nurture existing and past customers by sending them a constant stream of value. If you’re selling skateboards, for example, then push out the latest or most complex technology. Customers are served by the content, ...
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