What if you don’t need awareness?

I have been doing work for some big clients who need content marketing help, but they really don’t need traditional, top of funnel awareness. They still need this type of helpful content that focuses on the audience rather than the brand, but calling it awareness seems to send the wrong message. Everyone already knows who they are. So I’ve renamed this top of funnel stage. In one case I called it attention. In another I called it awakening.

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