B2B Marketing, Digital Media and Marketing Strategy
![Your Leads Are Crap!! [Man yelling at cowering marketer]](https://b2bdigital.net/wp-content/uploads/2013/06/Your-Leads-Are-Crap-300x240.jpg)
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…]
Current 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…]