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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