If you educate your audience and add value with your content marketing, you’re probably going to win a lot more customers. The best way to communicate with your prospects is by solving some sort of problem with your product or service offering.

Take for instance a homeware brand. They want to appeal to a younger audience who are more likely to move house more regularly and mix up their décor in rented accommodation. So they create engaging content with a ‘here’s how’ series covering topics such as ‘here’s how to add mood lighting to your space’ and ‘here’s how to refresh your small living room’.

The company’s new approach solved the problem of how to appeal to younger homeware lovers and it rewarded them with a wider new customer base, without alienating existing buyers.