Knowledge is power — or so the adage goes. The obverse of that bit of wisdom is even more important: Ignorance is dangerous. This is especially true when it comes to marketing your business. Technology is ever-evolving, and market shifts are accelerating. If you’re not paying constant attention to what’s happening with your brand, especially in the eyes of your customers, you run the risk of falling out of touch very quickly.

The first people you stand to lose are consumers in the consideration phase of their journey. Countless businesses are leveraging their unique offerings to vie for the same subsets of consumers, and competition is high. Professionals have become more selective when it comes to choosing content to spend time on. If you don’t offer your target customers something that catches their eyes, you often won’t get a second chance — they’ll have already moved on to the next brand.