Because fewer of your competitors are doing it, your marketing efforts during an economic downturn can help capture larger market share. That’s according to Christopher Melotti, Founder and CEO of Melotti Content Media. Rather than cutting marketing budgets, he says, businesses should audit and reassess their strategies to identify and eliminate inefficiencies. High-quality, personalised content that demonstrates expertise is more effective than generic, shallow content, especially in building credibility and attracting clients.

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