MARKETING
Writing a Job Description That Attracts Ideal Candidates [8 Tips]
![Writing a Job Description That Attracts Ideal Candidates [8 Tips] Writing a Job Description That Attracts Ideal Candidates [8 Tips]](https://articles.entireweb.com/wp-content/uploads/2022/06/Writing-a-Job-Description-That-Attracts-Ideal-Candidates-8-Tips.jpgkeepProtocol.jpeg)
As a direct response copywriter, I specialize in making readers take a specific action. I write a variety of copy, including articles, landing pages, sales emails, and job descriptions.
This article will walk you through an approach to job descriptions that allowed me to double my conversion rate of visitors-to-applications in less than a year. You’ll learn the strategies and best practices I used to grip candidates, exciting them enough to take action.
What is a job description?
A job description is a document written by an employer that lists the tasks and responsibilities of a specific role along with the skills and experience needed to qualify for the position.
How to Write a Job Description
- Study your target candidate.
- Optimize the job title with keywords.
- Start with a company summary.
- Concisely describe the job’s benefits.
- Summarize the benefits package.
- Keep the job’s requirements clear and realistic.
- Use strong verbs to describe the job’s responsibilities.
- Remove bias from your ad.
1. Study your target candidate.
Many studies show that people buy on emotion first, and then rationalize their purchases using logic.
Applying for a job, in that sense, is a lot like making a purchase. Pressing the “Apply Now” button is an emotionally charged decision.
When writing your job ad, tap into those emotions by learning everything you can about your target candidate (i.e., the person you want to be interviewing). What are their professional goals and values? What makes them happy?
Example
Create a target candidate persona or a composite of your ideal employee. (Download these buyer persona templates to get started.)
Use the information you find to make potent promises that your target candidate wants to hear and, more importantly, you know you can keep.
Are you hiring for a role in content marketing? Consider aspects of your existing marketing team that you want to see reflected in your new hire.
- What are your current employees’ career goals?
- What do they enjoy most about the company?
- Which areas of expertise do they lack that your candidate can provide?
These are all valuable pieces of information that can help you craft a corresponding job description and ensure your potential candidates would be a fit at your organization – both culturally and professionally.
2. Optimize the job title with keywords.
Every day, the job hunt leads millions of people to search millions of keywords. This makes SEO very important to the recruitment process, especially when writing job ads.
In your quest to be unique and desired, don’t make up a new, creative name for an established role. In other words, don’t call your open content marketing position an “Attention Ninja” or “Audience Crafter.”
Example
For a role in content marketing, title your job exactly what you’re looking for, such as content marketing manager. If you’re in the B2B space with clients all over the world, for instance, add a few more adjectives: “Global B2B Content Marketing Coordinator.”
Keep in mind that the experience level of your ideal candidate can change the words they use when looking for jobs online.
If you’re hiring for a mid-level content marketer, for example, consider words like “strategist,” “specialist,” or even “manager.” Is the content you produce part of a much larger digital marketing operation? If so, include that in the title.
Post the position under a recognizable, keyword-friendly title, as that’s what candidates will be searching for.
3. Start with a company summary.
Open your job ad’s main text copy with a “Company Summary” paragraph. But don’t simply paste your business’s “About Us” boilerplate description into your job listing.
Your “Company Summary” should help to put the job for which you’re hiring into context for the applicant.
If your company sells security software, for example, it won’t be enough to simply state your company name, when you were founded, the types of software packages you offer, and where you’re located.
Your applicants will want company details specific to the team they’d be joining.
Here’s an example of a company summary for a made-up software development company looking for a content marketing specialist to join its team.
Example
Security Software Co. is a Boston-based software developer that puts today’s most pressing ecommerce security challenges at the heart of its brand. We turn the best cybersecurity technology into trusted solutions for the small online business, and after a decade serving more than 70 clients, we need someone to help us tell the stories that matter most to our customers.
If you summarize your company in a way that resonates with your ideal candidate, you’ll set yourself up to dive right into the job description itself.
However, keep in mind that this doesn’t stop at the second paragraph following the company summary above. Describe your open position using subheads, or sections, in this order:
- Benefits
- Requirements
- Responsibilities
4. Concisely describe the job’s benefits.
Every ad must start with a concise description, or overview, of the role. It should be snappy and compelling – just be sure to complement that with the big-picture benefits as well.
General Electric did a nice job describing the benefits of their roles in the commercial below, as part of an amusing series to help the company shift its brand. Listen to how the person in the blue sweater describes their new position:
People inherently want to be part of something bigger than themselves. Appeal to that desire by helping candidates envision the impact of their work.
If you’re hiring a software developer, explain how their work will impact your customers. Will it help them beat traffic? Will it help them communicate better with their family? Will it help them get clean drinking water every day? Be specific. The more specific you are, the more compelling your message will be.
Here’s how our fictional organization, Security Software Co., might describe the benefits of working as their newest content marketing specialist:
Example
As the Content Marketing Specialist for Security Software Co., you’ll create articles, infographics, and eBooks that build an engaged audience. Your goal will be to drive thousands of people to subscribe to our newsletter and follow us on LinkedIn. Your success will expand Security Software’s global reach – helping millions of parents protect their children from online predators – while simultaneously developing your personal brand as a foremost expert in our space.
5. Summarize the benefits package.
Now that you have the candidate’s attention, draw them deeper into the ad with a section dedicated to the other benefits: your company’s benefits package.
According to a 2021 Indeed report, 83% of employers say their companies have become more transparent about compensation and perks in their job descriptions.
Instead of simply listing your perks, use examples to help candidates envision the benefit.
Example
At Security Software, we ask a lot of our employees, which is why we give so much in return. In addition to your competitive salary, medical/dental/vision plan, and matching 401(k), we’ll shower you with perks, including:
- Dress: Wear anything you like to the office – and be as comfortable at work as you are in your own living room.
- Flexibility: Two days a week, feel free to skip the commute and hit your deadlines from home.
- Food: Save hundreds of dollars on food each year by using our well-stocked, healthy kitchen.
- Wellness: Stretch away the stress every morning in our in-house yoga studio.
6. Keep the job’s requirements clear and realistic.
This section will be your ad’s most sterile, so don’t close with it. Stick it in the middle, sandwiched between two sections that highlight promise and opportunity.
Keep your list of requirements only as long as it needs to be. You don’t want to scare great candidates away with trivial prerequisites. You also don’t want to engage and inspire unqualified people with a shortlist.
Example
To be considered for this role, here are the skills we’re looking for:
- At least 3 years in a similar role with comparable goals and responsibilities (security and/or software background, preferred)
- Bachelor’s degree in English, Marketing, Communications preferred
- You must be an excellent writer, someone who understands how to frame a message in a clear, concise, and compelling way. You must also understand the mechanics of an efficient, effective marketing automation campaign.
- This is an autonomous position, so you should be self-sufficient and self-motivated. It’s also a creative role, so you must be able to gracefully receive criticism and feedback about your work.
- At least 3 years in a similar role with comparable goals and responsibilities (security and/or software background, preferred)
- Bachelor’s degree in English, Marketing, or Communications preferred
- You must be an excellent writer, someone who understands how to frame a message in a clear, concise, and compelling way. You must also understand the mechanics of an efficient, effective marketing automation campaign.
- This is an autonomous position, so you should be self-sufficient and self-motivated. It’s also a creative role, so you must be able to gracefully receive criticism and feedback about your work.
7. Use strong verbs to describe the job’s responsibilities.
Responsibilities are the job but they can also generate excitement and promise in a passionate candidate.
Begin each bullet point of your job responsibilities with a unique, yet, fitting verb. For example, the role doesn’t “manage” people, it “shapes” them. The role doesn’t “oversee” projects, it “enables” their success. See the difference?
One word can offer a fresh perspective, altering the reader’s frame of mind.
Example
As Security Software’s sole Content Marketer, you’ll meet the initiative’s strategic needs on your own, experimenting, learning, and adjusting as you go. Throughout your journey to grow our brand’s audience and reach, you’ll be responsible for:
- Sculpting informative, entertaining, digestible articles that audiences can’t stop reading.
- Designing beautiful, rich infographics that are as engaging as they are shareable.
- Publishing easy-to-skim, value-driven eBooks for download in exchange for business-email addresses.
- Crafting persuasive, laser-focused landing pages that compel your target audience to take one valuable action.
- Purchasing targeted ad spend on well-performing social media platforms.
- Pulling prospects through each stage of our marketing funnel, gradually warming them up for a productive conversation with sales.
8. Remove bias from your ad.
Believe it or not, your job description can show bias and alienate great candidates. How? Through the use of jargon, gendered language, culturally-specific expressions, and insider language.
For instance, terms like “aggressive,” “guru,” “fearless,” and “killer instinct” may seem harmless but they carry a masculine bias and can affect your candidate pool. Using Americanisms like “up your alley” can also confuse applicants whose native language isn’t English.
The Indeed report also found that 30% of employers surveyed have prioritized inclusive job descriptions. You can do so by leveraging tools like Textio that analyze your job description and make recommendations to help you craft a bias-free listing.
The Final Product
Here’s what our example job ad for Security Software Co. looks like when stitched together:
Content Marketing Specialist
Security Software Co. is a Boston-based software developer that puts today’s most pressing ecommerce security challenges at the heart of its brand. We turn the best cybersecurity technology into trusted solutions for the small online business, and after a decade of serving more than 70 clients, we need someone to help us tell the stories that matter most to our customers.
OVERVIEW:
As the Content Marketing Specialist for Security Software Co., you’ll create articles, infographics, and eBooks that build an engaged audience. Your goal will be to drive thousands of people to subscribe to our newsletter and follow us on LinkedIn. Your success will expand Security Software’s global reach – helping millions of parents protect their children from online predators – while simultaneously developing your personal brand as a foremost expert in our space.
BENEFITS:
At Security Software, we ask a lot of our employees, which is why we give so much in return. In addition to your competitive salary, medical/dental/vision plan, and matching 401(k), we’ll shower you with perks, including:
- Dress: Wear anything you like to the office – and be as comfortable at work as you are in your own living room.
- Flexibility: Two days a week, feel free to skip the commute and hit your deadlines from home.
- Food: Save hundreds of dollars on food each year thanks to our well-stocked, healthy kitchen.
- Location: On the days you are in the office, get here quickly thanks to our highly accessible central location.
- Wellness: Stretch away the stress every morning in our in-house yoga studio.
REQUIREMENTS:
To be considered for this role, here are the skills we’re looking for:
RESPONSIBILITIES:
As Security Software’s sole Content Marketer, you’ll meet the initiative’s strategic needs on your own, experimenting, learning, and adjusting as you go. Along your journey to grow our brand’s audience and reach, you’ll be responsible for:
- Sculpting informative, entertaining, digestible articles that audiences can’t stop reading.
- Designing beautiful, rich infographics that are as engaging as they are shareable.
- Publishing easy-to-skim, value-driven eBooks for download in exchange for business-email addresses.
- Crafting persuasive, laser-focused landing pages that compel your target audience to take one valuable action.
- Purchasing targeted ad spend on well-performing social media platforms.
- Pulling prospects through each stage of our marketing funnel, gradually warming them up for a productive conversation with sales.
APPLY NOW
This ad, for all intents and purposes, is a generic example. It’s designed to illustrate, at a high level, the techniques that make candidates feel something when they read a job ad.
Nonetheless, it’s important to first use your knowledge of the role for which you’re hiring to create an accurate ad – one that reflects your company’s culture and specific needs.
Editor’s Note: This post was originally published in Sept. 2018 and has been updated for comprehensiveness.
MARKETING
How Does Success of Your Business Depend on Choosing Type of Native Advertising?

The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.
The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.
What is native advertising?
When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.
Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.
How does native advertising benefit your business?
An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:
Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.
Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.
Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.
Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.
Types of native advertising
Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.
- In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
- Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
- Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
- Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
- Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.
Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.
How to create a workable native ad?
Consider these 5 steps for creating a successful native advertising campaign:
- Define your target audience. Users will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
- Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
- Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
- Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
- Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.
Key takeaway
Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.
MARKETING
OpenAI’s Drama Should Teach Marketers These 2 Lessons

A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.
No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.
But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?
Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?
Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:
For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.
We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.
Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.
Let’s have Robert explain.
The right structure and governance matters
OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.
That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?
That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.
First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.
Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use.
Big platforms do not become antifragile just because they’re big
Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.
It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.
In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.
With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)
They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.
The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?
Why you should care
With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.
They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)
They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.
HANDPICKED RELATED CONTENT:
Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
The Complete Guide to Becoming an Authentic Thought Leader

Introduce your processes: If you’ve streamlined a particular process, share it. It could be the solution someone else is looking for.
Jump on trends and news: If there’s a hot topic or emerging trend, offer your unique perspective.
Share industry insights: Attended a webinar or podcast that offered valuable insights. Summarize the key takeaways and how they can be applied.
Share your successes: Write about strategies that have worked exceptionally well for you. Your audience will appreciate the proven advice. For example, I shared the process I used to help a former client rank for a keyword with over 2.2 million monthly searches.
Question outdated strategies: If you see a strategy that’s losing steam, suggest alternatives based on your experience and data.
5. Establish communication channels (How)
Once you know who your audience is and what they want to hear, the next step is figuring out how to reach them. Here’s how:
Choose the right platforms: You don’t need to have a presence on every social media platform. Pick two platforms where your audience hangs out and create content for that platform. For example, I’m active on LinkedIn and X because my target audience (SEOs, B2B SaaS, and marketers) is active on these platforms.
Repurpose content: Don’t limit yourself to just one type of content. Consider repurposing your content on Quora, Reddit, or even in webinars and podcasts. This increases your reach and reinforces your message.
Follow Your audience: Go where your audience goes. If they’re active on X, that’s where you should be posting. If they frequent industry webinars, consider becoming a guest on these webinars.
Daily vs. In-depth content: Balance is key. Use social media for daily tips and insights, and reserve your blog for more comprehensive guides and articles.
Network with influencers: Your audience is likely following other experts in the field. Engaging with these influencers puts your content in front of a like-minded audience. I try to spend 30 minutes to an hour daily engaging with content on X and LinkedIn. This is the best way to build a relationship so you’re not a complete stranger when you DM privately.
6. Think of thought leadership as part of your content marketing efforts
As with other content efforts, thought leadership doesn’t exist in a vacuum. It thrives when woven into a cohesive content marketing strategy. By aligning individual authority with your brand, you amplify the credibility of both.
Think of it as top-of-the-funnel content to:
-
Build awareness about your brand
-
Highlight the problems you solve
-
Demonstrate expertise by platforming experts within the company who deliver solutions
Consider the user journey. An individual enters at the top through a social media post, podcast, or blog post. Intrigued, they want to learn more about you and either search your name on Google or social media. If they like what they see, they might visit your website, and if the information fits their needs, they move from passive readers to active prospects in your sales pipeline.
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