Content Marketing was the biggest buzz-term in Marketing in 2013 and by the looks of it 2014 is no different. However, whereas as in 2013 organizations were primarily focused on creating an array of content, in 2014 they need to focus their efforts on creating engaging content. After all the infographics, whitepapers, e-books, newsletters, webinars, videos, blog posts, and case studies were created and distributed, Marketers were left wondering what were the results of all that effort. Unfortunately, for most Marketers the answer was not good. What many came to realize is that just having an abundance of content is not enough to move prospects down the buyer’s journey to an inevitable purchase.
In 2014 the key to a successful Content Marketing strategy will be the ability to have engaging content in the right channel, at the right time, to reach the right audience. Furthermore, the ability to provide the right content and the right time will heavily rely on organizations effectively mapping content to each stage of the buyer’s journey. Developing content that generates awareness, then pushes prospects to c0ndsider your products or services, and then helps them make a final purchasing decision, will be critical in today’s fast paced digital environment. Additionally, creating a content piece that works across all stages of the buyer’s journey will help organizations maximize their marketing efforts in a cost effective way.
What types of content works across all the buyer’s journey stages and what are the best practices for developing engaging content? Read our whitepaper on the Ultimate Guide to the New Buyer’s Journey to find out.