Does B2B Content Marketing Really Help Buyers Buy?

In B2B marketing organizations, content marketing aims to help buyers buy. Right?

Content marketing provides the information buyers need to determine the type of solution they need, develop internal support for a change, create a short list of providers and address objections, all while positioning your company as a trusted resource.

Wow, that sounds amazing. But is your content really what stood between a prospect and a purchase?

I had the opportunity to speak with Sharon Drew Morgen a couple times recently. Each time I came away thinking we can do so much more. [Read more...]