Online, a brand has the ability – nay, the obligation – to know enough about their customer’s history that they can automatically create segmented, personalized experiences for them. If, for example, a customer bought three fly fishing rods from a sporting goods website, that should inform the types content you provide, which pages and products you show them, and which special offers you email them.

This is why it’s so important, when creating an inbound marketing campaign, to make sure that your site provides: 1) lots of content, and 2) targeted content.

Providing content on a wide variety of different niche topics that apply to your industry gives you greater opportunity to figure out what their potential customers are interested in, based on the content that they express interest in.