Content is powerful at almost every step in the process. It’s great for top of the funnel, used as thought-leadership and establishing category expertise. It’s great for mid-funnel to describe key differences among similar competitive products. Its great at the bottom of the funnel to timely target with a last bit of coaxing.
Aaron Agius of the Content Marketing Institute loves content, too. So much that he’s willing to tell you how it’s being done terribly.
Don’t Do Content Like This