Content marketing is the consistent, ongoing production of relevant, high-quality content offers that speak to the buyer at every stage throughout the buyer journey (from awareness to consideration to decision). Content is inbound marketing’s lifeblood—you can’t have inbound marketing without content marketing.
Social media posts, newsletters, blogs, case studies, videos, whitepapers, webinars, infographics and eBooks are just a few of the products that fall under the content marketing umbrella.
According to the Content Marketing institute, 93 percent of B2B marketers engage in some content marketing tactics. In many cases, however, they’re simply creating content for creation’s sake—a practice that will not garner the return on investment they’re after.
To create content that converts, it is imperative every person producing your content has a deep understanding of who your buyers are and the information they’re searching for throughout the sales cycle. They can then create and map the right content to the right buyers at the right time, attracting them to the content by promoting it in the places they’re most likely to see it and respond. Consistently publishing new and relevant content will not only continuously grow your online audience, it will also improve your position in searches.See Our Buyer Insights Process