Session4 audience-aggregation

This document discusses audience aggregation, which is the process of developing and engaging an audience over the long term through content marketing. The key aspects covered include: 1) Why aggregate an audience - to support content marketing efforts and engage potential customers long-term even if they are not ready to buy. 2) The audience aggregation cycle - using content nurturing and harvesting to engage an audience that supports content promotion and lead generation. 3) Models for audience aggregation - focusing content marketing and lead harvesting efforts on an aggregated audience developed through inbound interest. The document then provides guidance on implementing audience aggregation through email, including selecting an email tool, building an audience, creating a content plan and schedule, modeling the customer