You take the time to create great content for your target B2B buyers. Maybe you even create paid ads and target them right at those buyers. And then…. nothing. What happened? Here’s one of the most common reasons why B2B content and ad targeting frequently fails.
Content marketing is a wonderful tool for informing your audience and ultimately, moving potential customers through the funnel to conversion. Sadly, most marketers approach content marketing in the wrong way. They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer addresses the biggest issue with the way most are executing their content marketing efforts.
Content is great. As marketers, we make piles of the stuff. Blog posts, videos, infographics, images, ebooks, whitepapers, and more, all designed to drive people towards the same end-goal.
For most marketers, the reason for the continued creation of content is simple. Because it leads potential and current customers through the funnel. But have you stopped to figure out which types of content are actually making people buy?
As marketers, we all know we need a constant stream of content on their website to keep things fresh and visitors coming back. We spend hours creating blog posts, case studies, white papers, videos and much more to keep people returning. While this constant stream of content is a great way to keep traffic flowing to your site, it takes a lot of work. When you’re looking to create quality content without all the work, curation is your key.