May 26 E-Connect Daily


May 26, 2020


The Crown Jewels
How custom content makes your business shine

Remember the last time that a salesperson called you without warning and yakked about their product? Most likely, they lost the sale. Everybody would rather read about stuff that they care about than hear a salesperson go on about their products. As prospects move down the funnel, trust is built and interest is piqued. But for the customer to become aware of you and ultimately develop a relationship with your company, it must start at a higher level. It must start with entertainment and thoughtfulness. If you provide content that your customers care about, then they will come to you. Here are four ways that custom content can make your business stand out:

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“Trust will be a big focus in the next phase of brand messaging to help improve consumer optimism. We’ve seen gratitude play out across our screens, but now it’s time for brands to educate and help navigate consumers through the reopening of America.”

– Paul Marobella, chairman and CEO at Havas Creative, North America, on how brands can best move forward


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