On October 23rd, 2014, we updated our
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According to the Corporate Executive Board (CEB), almost 60% of
the buyer journey is complete before prospects contact potential
Nowadays, the buyer’s journey starts off with online research and by the time
you or I talk to a prospect, 60% of their homework is done. Customers are smart
and they are stealthy. They are rigorously evaluating us without our even
knowing they exist. IF we pass their sniff test, ONLY THEN do we stand a
chance of actually speaking with them.
is Mission Critical
To be successful with content, you must think
carefully about the customer buying cycle and
then create content to meet the needs of people in
The first phase of the buying cycle has
the largest number of potential buyers
so you should begin with content that
drives interest and awareness. We’ll call
this top of the funnel content.
The next phase is the middle of the funnel.
Here you want to focus on increasing
engagement as well as answering questions
about what you sell and how much it costs.
The final phase is the bottom of the funnel.
This is the place where you want to getting
into the nitty gritty of all the frequently asked
questions that are aligned with the buying
Attracting Buyers with Content
To succeed with content marketing, you have to shift your mindset from
“how can we sell them” to “how can we help them”. People are tired of
being sold and if that is your approach, they will avoid you. However, if you
focus on providing help, not only will people trust you more, but they will
also help you to spread the word on their social networks.
How to Get Started With Content
Find out what your
interested in learning
Create content to provide helpful advice
and answers to the questions your
prospects are asking
As you might guess, there are plenty of
addition details, tips, tricks, and hacks to
becoming a successful content marketer and
to help you discover them, I have written a
book that will take you from zero to a steady
stream of new customers-all from content
Plus, so that you can get an even bigger bang
for your content marketing buck, I have
devoted two chapters to how you can add
something called marketing automation in
with your content marketing.
You can learn more about the book and download a free chapter here.