This question, “How to balance the investment between content and lower-funnel activities?” assumes that content is only for the top of the sales funnel. Not true! Marketers use content marketing all through the sales funnel The 2019 Content Marketing Institute (CMI)/Marketing Profs research offers insights into how B2C (business to consumer) and B2B (business to […]
“How do you connect content marketing to revenue?”
To clearly connect content marketing to revenue, take 4 steps: Prove the effectiveness of content marketing by ring-fencing one specific market where the only marketing is content marketing. Before you create any content, find out which content buyers need the most through buyer persona research. Point all rented, paid and earned content to the content […]