Naturally, some purchases and business relationships happen in the blink of an eye. But for every transaction that takes place as the result of a trade show handshake or spur-of-the-moment social mention, there are dozens involving careful research and steady content consumption.
That’s never more true than at the end of the year – especially online. At this point, the one-third of customers who started digging early (before Halloween) might have made up their minds, but there are still lots of users who will be sorting through product ratings and thought leadership pieces before they sit down for Thanksgiving dinner.
So what can brands do to grab their attention? Start building a content calendar – immediately. Think about the buyer’s journey, and determine which touchpoints likely customers are likely to brush against. This means coordinating social media marketing, email and content production.
Want to know how to quickly extract supporting promotional materials from existing resources?
Read our repurposing ebook for an in-depth guide to getting more out of less.