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Content marketing is not about reaching more people — it’s about connecting with the right people. This means shifting gears, moving away from the message and making customers the focus. With audiences who are more discerning than ever, successful marketers need to create and deliver tailored content that evolves with each prospect across the buyer’s journey. This requires having a clear picture of exactly who we’re trying to reach, what content will resonate with them, and how it impacts their decision-making process.