Content marketing plays different roles at different stages in the customer journey, but there’s one role it needs to play at every stage in that journey—supporting your brand. At first glance, supporting your brand can sound like a frivolous pursuit. However, when you consider that 82% of customers always buy from a brand they’re emotionally connected to and 70% spend twice as much on those brands they connect with than those they don’t, a strong brand can make a big difference to your bottom line.