Your colleague Jana wants to add contextual marketing to your organization’s homepage. She wants to target your company’s top buyer persona “Copywriter Charles.” What would you suggest for Jana to do next in planning a contextual marketing strategy?

• Map out the CTA conversion path for all CTAs on the homepage.
• Determine her method for segmenting the homepage visitors.
• Decide what type of smart content (CTA, form, or text) to add to the homepage.
• Draft the content to be shown to “Copywriter Charles.”

The correct answer is:

• Decide what type of smart content (CTA, form, or text) to add to the homepage.

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