The Content Marketing Institute has published a ‘Guide to Audience Development’. This guide focuses the use of right content for gaining more customers. Clare McDermott says, “To figure out how to build a longer relationship with the customer, the iQ team defined what it calls a “customer ladder” – the steps someone takes to progress from first timer to engaged subscriber. The most important KPI for the team is the number of email subscriptions – a sign that someone finds the iQ content valuable. Define sequencing touchpoints iQ ad exposure is the “fly by” person... [...]