Sara Palmieri has over 12 years’ marketing experience in the IT industry and is currently Senior Marketing Manager for Lenovo A/NZ, the world’s number one PC manufacturer. Marketers need to view content curation as a mechanism to generate leads and sales in its own right, not just a tool for creating brand awareness. But to do so, the content curator must strike a fine balance between hard conversion metrics and a structured, dynamic approach to storytelling. That’s because content curation only reaches its full potential when it evolves alongside the audience member – it’s a process, rather than the static collection which marketers sometimes assume it to be.
How can marketers ensure their content curation delivers its full return on investment? First, they need to abide by the commandment of know thy user – not just from a general perspective, but through in-depth analysis that identifies who the target audience […]
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