"The goal of asking the B.E.S.T. questions as part of your content marketing strategy is to find the intersection between your products/services and the information needs of your customers. Only then can you craft a content marketing approach that will deliver more sales, more customers, and more measurable results." - Mustafa Duran from Bookmarklet

"Behavioral: * What action do we want our customers to take? * What effect must we achieve with them? * How will we measure their behavior? * How will we put them on the path to purchase (what exactly is the conversion)?" - Mustafa Duran