The concept of the funnel is so fundamental to digital marketing, it’s hard to imagine a world where it doesn’t serve as the go-to metaphor for lead generation and capture. There’s only one problem: it doesn’t fit with the way real humans engage with information on today’s internet.
With access to more data than ever before—and tech to interpret that data for marketers looking to write the right content to drive organic traffic—we now know the better framework for marketers to embrace is the spiderweb.
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