Author: Chris Frank, Marketing Director, TreeHouse Interactive
Many of today’s marketers are focused on their outbound campaigns or events and grossly underestimate the power of content marketing. This needs to be a new priority for marketers.
The idea of content marketing is to get to prospects earlier in the buying cycle by providing them relevant content they can use to help them learn more about your category of product and how to be successful with it. Early in the buying cycle, prospects tend to be in information gathering mode. They are doing research, and in many cases are just trying to get a better understanding of the category in general. If you look at most company websites, you will find that the majority of documents are geared toward much later stages in the buying cycle. Items like datasheets and competitive guides typically get viewed much later in the buying process than items like white papers.
Read more at TreeHouse: Content Marketing: Why It Should Be A Marketing Priority