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Use content marketing to lead the buyer through 4 steps in the buying journey.

Content Marketing: Magnify the Problem, Spur Buyers to Act

The weakest link in BtoB marketing happens on the first step in the buyers’ journey. In step 1, buyers try to figure out whether they have a problem. They ask, is it serious? Or can we just stick with the status quo? Content marketers must help buyers recognize problems and size them up. Help buyers […]

Make the next step clear for customers in content marketing.

Content Marketing World: Speed the Journey from Content to Cash

“Speeding the Journey from Content to Cash” was my talk at Content Marketing World 2014. Thanks to the CMW team for putting on a good program, and to the standing-room-only audience for your persistence! Speeding the buyers’ journey takes the right mindset, the right questions, bold insights and inventive answers. Today I’ll share: a link to […]