The thing about content marketing is that it can often be characterised by the manic execution demanded by the dynamic nature of social and digital media. By taking a strategic approach to content marketing, you’ll focus your effort on solving the needs of your buyer persona and aligning them with the helpful solutions inherent in your brand.

The decline of disruptive marketing

The way we consume content today is so different to the way we did even just a few years ago.

Let’s face it. Aligning your B2B sales and marketing strategies isn’t easy. 

The best marketing strategies offer a personalised customer journey that leads prospects gently through each stage of the buying cycle. Account-based marketing (ABM) takes this a step further by tailoring marketing campaigns to each and every prospect, offering a more personal approach to marketing.

Quick tip – Look for a Digital Marketing AND Sales Agency.

As marketers, we focus much of our time and energy developing content that attracts prospects. And sadly, that’s where it ends for many businesses, as they regularly neglect or even forget the most important audience of all; their sales team.

Let’s say that you’ve done a great job of aligning sales and marketing and as a result, the leads are flowing in. The question now is – do you understand the quality and value of every lead? And, do you have a view on which leads should be prioritised or nurtured?

The Content Marketing Institute (CMI) found that 87% of B2B marketers use content marketing in their sales funnel to attract leads and drive engagement. Yet only 9% claim to be fully satisfied with their content strategy. .

Intuitively we are programmed to notice and respond emotionally to certain things in life. And one of these ‘things’ is anything new. We are inherently curious creatures and anything new tends to send our curiosity into hyper drive.