Ellen Valentine

Heather Fletcher is senior content editor with Target Marketing.

Content marketing to help prospects along the customer journey is what companies will need to master in 2015, writes Ellen Valentine of Silverpop, an IBM company. "What makes a customer's journey especially meaningful," asks Valentine on Wednesday in her ClickZ article. "Helpful content as a prospect moves through his or her buying experience and additional follow-up information to encourage lifetime loyalty. From researching alternatives and planning a change to evaluating and comparing providers and selecting a solution, digital marketing can both orchestrate and support each of these stages."

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