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Marketing communications: The difference between relevant and resonant content

It is broadly agreed and believed that if you surface relevant content and marketing communications to customers, they are likely to respond in the desired way that your call to action requires.

But if you serve content that resonates – and you’re able to evoke strong feelings, memories or emotions, then people are more likely to think about your product or brand out of context, and keep you in front of mind for longer.

In this white paper, James Cuthbertson considers the differences between creation vs conversion and how – with the help of comparative text analysis methodology, messaging can speak to consumers long after they’ve clicked ‘add to basket’.

Now is the time for resonant content and marketing communications, with the purpose of conversion in mind.