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Use content marketing as part of a goal-oriented communication plan for sponsors, hospitality clients and visitors & use content marketing as a guideline for consistent presence for each target group. Attract strangers, convert them to users, send them targeted, relevant and exclusive content to make them your ambassadors and customers. The objective is to build a long-lasting relationship with current and potential clients by being in constant conversation. Digital and social media tools offer the possibility to create platforms and concepts to focus on (segmented and/or individual) the target group on a daily base. The interaction between the brand and the consumer becomes a two-way conversation. Content that engages, converts, builds loyalty, creates traffic, but most of all are relevant and/or exclusive. That’s the content that will drive your brand and boost your business. At the end of the day, your clients (current and potential) want to be informed, not pushed, and that’s what lead generation is all about. As an agency, we use Metheris as our Inbound CRM-system to create an online profile of every visitor of the website.