MARKETING
An Inside Look at One of the Most Ambitious and Successful Content Strategies
Health Essentials boasts some impressive vital signs. The content brand, owned by the Cleveland Clinic, earns more than 12 million visits each month. That’s 60 times the traffic it earned a decade ago.
Not surprisingly, the content team’s mission expanded over time to include the organization’s website and health library, too.
Mergers of content marketing and content strategy like that happen more often these days (as Robert Rose has pointed out). So it can’t hurt to study up on the care plan (aka strategy) and practices behind this content marketing success story.
Amanda Todorovich, the Cleveland Clinic’s executive director for content marketing, shared the story (which ends with a bit of a cliffhanger) in her Content Marketing World 2021 presentation, Winning Resources: How To Get Leadership Support To Grow Your Content Marketing Team.
Work on your bedside manner
Yes, the Cleveland Clinic is a massive global health system with 21 hospitals and operating revenue totaling over $12 billion.
But don’t think the program’s resources came easy. When she landed at Cleveland Clinic as a digital engagement manager 10 years ago, Amanda joined a team of three. Today, she leads a group of 80 (50 of whom she hired in 2021).
To get there, Amanda had to figure out how best to communicate with leaders – including two CEOs with different perspectives – in terms they understand.
For example, content and marketing are two powerful words to content marketers. But to the CEO and other executives? Not so much.
“They like that second word (marketing). They don’t really know what ‘content’ means, and they don’t really understand how it matters … the actual impact a blog post has on an organization is something they don’t comprehend,” Amanda says.
Semantics play a role in successful communication, she says, but making the most of opportunities to get in front of executives and share successes matters, too.
#Content and #Marketing are powerful words to marketers. But to CEOs and other executives? Not so much, says @amandatodo and @AnnGynn via @CMIContent. Click To Tweet
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Become the content prescriber, not the content pharmacist
But the first and most important change Amanda made has lasted and served the organization well: implementing a strategy.
A team of three handled the Clinic’s digital marketing in 2012 – a writer, a social media person, and a project manager who tracked all the content demands from people across the organization on spreadsheets.
One of the first things Amanda did was throw out the spreadsheet: “That’s not what content marketing is about. We’re not going to run around and ask everybody internally what they want us to put on this blog,” she says.
Instead, the small content team switched their perspective from filling content orders to creating content that would be good for the audience, Amanda explains.
Blog traffic grew from 200,000 to 1 million monthly visits in just half a year, relying on a simple strategy of three to five audience-focused articles a day. (It hit that 12 million monthly visit number in September 2021 using the same content formula.)
But the new focus on serving the audience wasn’t an easy transition. “From day one, we had to have lots of crucial conversations with leadership and key stakeholders about why we were changing the strategy,” Amanda explains.
Fortunately, data is a content marketer’s friend. Amanda used the audience numbers to help leaders gain confidence in the team’s shift. Any resistance to moving away from filling the doctors’ orders to creating content prescriptions for the audience dissolved in the face of the healthy, evidence-based outcome.
Data is a content marketer’s friend. Use audience numbers to build confidence in your #ContentStrategy, says @amandatodo via @AnnGynn @CMIContent. Click To Tweet
Amanda developed the habit of sending brief emails weekly to her boss about the team’s activities, describing a win, a cool idea they’re trying, or a new content relationship they’d formed. “I was making sure people knew what we were doing,” Amanda says.
The prescription
- Don’t let subject matter experts place content orders (i.e., demands) or direct the content strategy. Let your audience’s needs drive content creation and strategy.
- Use your data to prove the content strategy’s success to secure continued leadership support.
- Share wins, experiments, and news via informal outreach in addition to formal reporting.
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Balance audience strategy with leadership priorities
When the content team achieved 1 million blog visits a month, they celebrated with a cake and party.
But the CEO at the time didn’t share the enthusiasm. He believed the organization’s future depended on social media success.
During a presentation on paid search, for example, he interrupted to ask about what the team was doing on TikTok. With the emphasis on social media, more people joined the team to focus on social channels.
“It was a bit tough because while we were doing things and innovating, it was Health Essentials (the blog) plus social media,” Amanda explains.
At one point, Facebook accounted for 60% of the traffic. But as the team built an arsenal of helpful content on Health Essentials (and social media algorithms and behavior changed), the numbers shifted. Organic search drives most traffic now.
The prescription
- Don’t expect to change the CEO’s content priorities, but still keep your focus on the big picture behind your content strategy.
- Use the strategy’s success to help educate the CEO and evolve organizational priorities to deliver what the audience needs and wants.
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Expand the strategy when new content responsibilities arise
While the blog was delivering growth and engagement, the website wasn’t. The team behind it was stuck in the order-taking strategy thrown out at the blog. “We had this great strategy and cohesive thing happening with (the blog and social), and the rest was kind of a mess,” Amanda says.
Given the success of the blog and social, Amanda’s role expanded once again as she took on responsibility for health content across the brand’s website, pulling together teams that once operated as separate entities. “We started talking about how the pieces fit together,” she explains.
With an audience-focused strategy, the website grew exponentially. In 2012, the website had 50 million visits. In 2020, it had 256 million visits (including the blog), with 81% of the traffic coming from organic search.
By 2021, the number grew to 427 million as Amanda secured more resources.
Click to enlargeThe site’s health content success revealed another disconnect. While the audience was coming to the site for the health content, only 1% visited the clinic’s product and services pages.
“Those are the pages that everybody else in the organization is doing whatever they want to do … They don’t know what their patients actually want and are engaging with,” Amanda explains.
That disparity has prompted conversations about how to connect the dots: “How do we bring the same level of sophistication that we’re bringing on the health content side to the rest of the site?”
The answer came as it did earlier – let the audience-focused people oversee those pages, too. Amanda now leads the entire Cleveland Clinic website with her bigger team. “Connecting the dots for leadership has been a critical step,” she says. “It’s not like I went and asked to take over (the website). It was just pointing out opportunities along the way.”
Now, “nothing’s off the table. We’ve made major organizational changes. We’ve asked for lots of resources. You cannot be afraid to do that,” Amanda says.
The content marketing team also isn’t just an expense to the organization. About six years ago, the strategy expanded to include bringing in revenue through their content from digital advertising on their health content pages.
“Executives understand money. So, this has powered a lot of our ability to grow and change the conversation,” Amanda says.
The prescription
- Expect success to lead to more work, as others in the organization want their content to deliver similar growth, too.
- Leverage your success to ask for more resources – expand or merge teams to bring content under the same umbrella.
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Grow a new structure
At the Cleveland Clinic today, the growing content marketing team is divided into three buckets of core functionality:
- Editorial (including many, many writers – Amanda says she can barely hire enough)
- Content growth (SEO, analytics, social, video, email, voice, and podcasts)
- Project management (all the tools, capabilities, and functionalities needed to create and maintain exciting, interesting, and engaging content.
But it wasn’t always so. At one point, the social media team way outnumbered the SEO team (which consisted of a single person). But as priorities shifted and data showed the relative importance of each, the team evolved. In September 2021, the SEO team numbered more than 15, while the social media team was less than half that size.
This organization chart shows the makeup and number of positions within the three core functions.
Click to enlargeA director of content product and operations leads two groups:
- The content architecture group consists of two digital marketing managers, a coordinator, three digital marketing associates, a podcast coordinator, and five additional associates who are contractors.
- A product and project management team consists of a digital marketing manager, three project managers, and three coordinators who are contractors.
A director of editorial leads groups for each content product:
- The Health Essentials team consists of a digital marketing manager, six content roles, one contractor, and three managing editors.
- The Health Library team consists of a digital marketing manager and 15 content roles.
- The Care Pages team consists of a digital marketing manager and two content writers/practitioners.
A director of content growth leads groups focused on four areas:
- The SEO team consists of a digital marketing manager, two additional managers, seven analysts, and six associates (who are contractors).
- The social media team consists of two digital marketing managers, a program manager, and three coordinators
- The email team includes one digital marketing manager supported by a contractor.
- The video team includes one digital marketing manager, an associate, and a lead data analyst.
The prescription
- Revisit your team’s organizational structure as you scale your content marketing. Create distinct divisions to address core responsibilities.
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Plan to meet changing expectations
Five years ago, a new CEO brought a new set of priorities. This CEO interrupted a presentation to ask why the Cleveland Clinic didn’t appear when he searched for himself or a particular procedure. He gave the challenge to Amanda to fix, adding members of the patient education team to the content marketing umbrella.
More recently, the CEO asked Amanda how the Cleveland Clinic could become the indisputable leader in health care online. He wanted to know how they could beat their competitors by 10 times.
She and her team went to work creating a five-year strategy to explain how that could happen. The CEO loved it but didn’t want to wait five years. The CEO wanted to know what it would take to do it in two years. He gave her 10 days to figure it out.
“We had been running pilots … and studying this for so long. We know what it’s going to take. It’s small changes. We’re not changing our strategy to do this; we just need to do more of it,” she says.
Amanda presented the business plan detailing what it means to be a leader – to have the most traffic, rank the highest, and drive more revenue to the organization. She asked for 90 full-time-equivalent employees and a big budget. The executive team unanimously said yes, with the CEO declaring this content business plan an investment, not an expense.
(Whether her plan worked or not is the cliffhanger. We’ll find out the answer in September.)
The prescription
- Listen to what leadership wants and prepare a plan to achieve it.
- Ask for the specific number of people and other resources you need to implement the content business plan.
- Explain how the plan needs to adjust if they can’t commit the necessary resources.
Keep your content eyes on the audience prize
Though Amanda has seen a lot of change over her decade working in content, their content mission hasn’t changed: “We engage users in daily conversations using health, wellness, and clinical information unique to Cleveland Clinic.”
She explains: “You have to have a strategy, and you have to define it. You have to stick to it, which is the harder part.”
Her bosses love the mission and the effect of the audience-focused content. “It’s unique to us. It’s different. It’s better than our competitors. It’s our experts. It features our doctors. That’s the stuff they want to hear,” Amanda says.
It’s also what hundreds of millions want to hear (or read), too. And that’s why that strategy born long ago still resonates and delivers results leaders love to see.
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Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
MARKETING
Will Google Buy HubSpot? | Content Marketing Institute
Google + HubSpot. Is it a thing?
This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.
The prospect dismayed some. It delighted others.
But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?
Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:
Why Alphabet may want HubSpot
Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.
The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.
If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.
At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?
At a second glance, it makes a ton of sense.
I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.
All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.
Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.
Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.
When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.
What acquisition could mean for HubSpot customers
I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).
Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.
The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.
But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.
Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.
What marketers should realize
So, what’s my takeaway?
It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.
The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.
It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.
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Cover image by Joseph Kalinowski/Content Marketing Institute
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