Content marketing is far from being a new concept: it’s been ingrained in what we do as marketing professionals from the word ‘go’. What is new, however, is our understanding of content marketing and how it supports every stage of today’s non-linear customer journey.
There’s no longer any point trying to funnel customers down one prepared route – think email to website to checkout – they simply aren’t interested in being spoon-fed generic information and need far more nurturing and resource at their fingertips before they commit to a purchase. Successful content marketing creates a holistic end-to-end experience that puts the users in control and provides them with useful, engaging content.
With this in mind, we’ve created a brand-new guide to content marketing to help B2B marketers navigate this tricky landscape. In it, we explore:
- What’s changed
- How to create great content
- Harnessing the power of data
- 8 key tips to optimising your content strategy