15. How can I use content marketing to increase brand presence in the most efficient way?
Ans. First, make sure you’re inserting your brand into a conversation that’s relevant to both your offering and your audience. Missing that foundational mark is the content equivalent of getting on the wrong flight. Secondly, once you’ve identified your broad opportunity, do your homework – find the optimal intersection between conversation volume and conversation saturation. The goal is to tackle the topic(s) that are unexplored enough for you to own and that still attract enough eyeballs to drive your bottom line. That calculus varies based on your product sale point, obviously, but the base principle is still the same.
