(A) Personalising content to make each customer feel important, taking into account available data about each individual customer. (B) Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money (C) Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales (D) Refining their content marketing strategy as they go, taking into account available data and metrics