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It creates excite- ment and interest in those who aren't customers, makes evangelists out of existing customers, and focuses on drawing audiences in to engage with the brand in numerous ways.
And while it's important for you to internally map your content to your sales process, you must remember that whether it's your shopping cart experience, a traditional lead-nurturing sales funnel, or conversion of customers into evangelists that love to talk about your company, this sales process is an internal and artificial process that you superimpose on the customers' buying experience.
Or perhaps you only need to do it to help move customers to evangelists that love you and will actively share everything about you and your company.
As a business owner or a marketing professional, it is your responsibility to start cultivating evangelists within the com- pany who can spread the content mission of your organization.
Joe Pulizzi is the original content marketing evangelist; he started using the term "content marketing" back in 2001.
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