There’s no doubt that timing matters when you’re deploying content geared for specific audiences. For example, more than three-quarters (76%) of brands say they receive increased audience engagement when deploying social posts timed with an event or promotion.

As we’ve discussed recently, brands can strengthen their hold on customers with a brand identity: this is the combination of characteristics that makes the brand attractive, special and memorable to its customers.

From blogs to infographics to video, all forms of marketing content should be able to do three things: Create a meaningful difference for the brand, attract and retain interest from target prospects, and build deeper connections with these prospects through ongoing, related messaging campaigns.

Think about some of the most successful brands in history, and you’ll find a common thread: each of them has developed a specific identity and story to make a connection to its buyers.

Forbes magazine recently reported that the marketing automation software industry could reach $7.63 billion by 2025 and grow at a CAGR of 13.3%, according to a study by Grandview Research.

The beauty of paid search as a component of the digital ad campaign is that it helps put a brand’s message in front of the right audiences at the right times. And achieving that sense of clarity in terms of reaching the right audience is especially valuable for B2B organizations that want to test different messages with their audiences to see how they perform.