When you browse content marketing news, what exactly are you looking for? One of the things that you can pick up is the set of approaches you can use for implementing your own content marketing strategy. MarketingSherpa (@MarketingSherpa), a research firm dedicated to finding what works and what doesn’t in all aspects of marketing, published a special report about tackling content marketing with a tactical approach. Why a Tactical Approach? More often than not, people research before they buy, and this is easier than ever thanks to the Internet. Google and Shopper Sciences conducted a study about the research behavior of shoppers and found that in 2011, shoppers used an average of 10.4 information sources to decide on a purchase—almost twice from the previous year’s average of 5.3.
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