·         Personalising content to make each customer feel important, taking into account available data about each individual customer.
·         Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money
·         Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales
·         Refining their content marketing strategy as they go, taking into account available data and metrics