The right content at the right time
Start with what you want to achieve or – even better – how you can help your customers. Focusing on conversion is a short-term strategy and can certainly be included, but cannot be the only focus. How do you add value? By showing the right content at the right time and knowing how the customer experiences your brand, products and services. For this, the customer must be central and you must really get to know your customer.
Don't sell your product or service because you can, but because your customer clearly needs it for his or her own 'job-to-be-done'. Show your customer, driven by the brand and brand values, how your data strategy contributes value to the actual conversion. With such a long-term (data) strategy you ensure that customers keep coming back and maybe even bring in even more new customers, instead of converting once.