Organizations who align content to the buyer’s journey understand that this is not only a competitive advantage but that content addresses buyer interests and challenges. It helps answer what your buyers want, where they want it and when they’re ready for it. Aligning content to marketing/sales funnel stages is the most widely adopted practice among Best-In-Class marketing teams according to Aberdeen Research. This is to ensure revenue can be attributed to their content marketing efforts.
So marketers, I have a very important question to ask you: do you know if your content is generating revenue for your business? Particularly if you’re about to launch a new initiative to scale content production, you need to pause and evaluate the limitations and opportunities of your current insights factory.
- At what level are you producing content today?
- Of all your efforts, what is truly trickling down to the Demand Gen waterfall to create net new customers?