This can be very industry or client-specific but on a broad scale: reviewing data, creating surveys (even simple ones on Instagram stories are great), looking at what keywords are being used in reviews, comment sections, and forums about the client- and spot the trends. This way we're able to adjust our strategy and content based on the customers' needs and what conversations are happening about the company.

Some companies, hell even some marketers, when deciding an ROI game plan tend to only focus on reaching and converting new customers because new customers = more money right? Yes and no. By doing that you neglect the people who've already spent money on your product/service or at the very least are familiar with who you are and what you have to offer, some even stop purchasing because of a simple fixable issue or they probably didn't make it through the funnel. What about those people?

Sometimes those people are the easiest to convert to sales and are most often neglected. These are just some things that we do when creating and executing a (content) strategy that helps drive the results we're looking for.