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Content marketing is often seen as a way to bring eyeballs to a webpage, but most of the time, we think that it stops short of actually converting visitors into buyers. However, in my experience, this isn’t the case. Content can convert users. If you look at it strategically, you can build a complete funnel with content to continuously brings in customers or users. I’m not even saying that you need to go through the prototypical content strategy: write something that brings in lots of traffic, collect some percentage of email addresses, set up a drip campaign, and slowly convert some smaller percentage of these people over time. You could do that. You could also just convert visitors directly into users or customers. I’ll go through several steps that any business can use to do this, and along the way, I’ll give concrete examples and walkthroughs from projects I’ve done.

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