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11
THE CONSTRUCTION INDUSTRY'S INTRODUCTION TO CONTENT MARKETING
The campaign was
structured to reach each
stage of the buyer's journey.
AWARENESS
CONSIDERATION
DECISION
Awareness
The initial content was easily digested
and didn't ask for a big commitment
from the reader.
Consideration
Rather than try to sell the prospect after he engaged,
lead nurturing was used to nudge him further into the
decision process.
Decision
Once the prospect was in the buying phase, he was
given incentives to become a customer.
