Why Good Content Delivers Bad Leads

Your Leads Are Crap!! [Man yelling at cowering marketer]Congratulations, you are a B2B content marketer.

You have created a great industry blog and library of premium content. You promote your content through search, social, emails, newsletters, even banners.

You are seeing strong traffic, engagement with your blog content and a steady increase in registrations for your premium content.

There’s just one little problem: the leads are crap. [Read more…]

Five Keys to Creating Content that Drives Awareness

StartCurrent marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42, 78% of B2B marketers say awareness is an objective of content marketing.

Question: Where is awareness most valuable in the buying cycle?
Answer: Early stage research and creation of a consideration set.

Question: Would it be better if prospects were aware of your company when they started the research process?
Answer: “Well, DUH!”

It is time to step back from planning content for the buying cycle and focus on Stage Zero Content. [Read more…]