Great marketing teams create marketing content and experiences that are based much more on show and tell rather than sell. Buyers want to own their own research but need information to begin to shortlist and choose.
This is why there has been such an explosion in the uptake of content marketing strategies in all sectors of business. It’s because content can be built for customer search, search engine optimisation, advertising campaigns and even be used across email, social media and face to face events as either a first point of contact or follow up.
High performing marketing teams recognise that the ability to produce content that helps customers make informed decisions is essential to engaging them and building trust. Content comes in many forms – checklists, buyers guides, e-books, webinars, scorecards, educational video, blog posts – so choose the right combinations for your market.