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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez

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Attracting Buyers across the Revenue Cycle with Content Marketing

Publishing great content is at the heart of finding new buyers in today’s economy. Content can be anything your organization creates and shares to tell its story—your website, blog, podcasts, videos, tweets, whitepapers, e-books, photos, presentations, LinkedIn advertisements, webinars, press releases, ROI calculators, brochures, workbooks, and so on.

Regardless of the form that content takes, it will need to account for the fact that potential customers are in different stages of the revenue cycle. Some buyers already know what solution they’re seeking, while others don’t even know they have a problem. You can attract the former by providing information that helps them evaluate possibilities and recognize issues they wouldn’t see on their own. This kind of content often includes buying guides, checklists, analyst reports, webinars, and even in-person events. This will show buyers that your company understands how to solve their problems.

However, the buyers who don’t yet know they have a need aren’t actively searching for solutions. Fortunately, these individuals still consume information online; they’re just attracted by different types of content. Some of the things that work best here are research data, engaging videos, curated lists, infographics, as well as highly relevant and useful thought leadership and expertise. Content for this early stage audience will usually be short-form and consumable in just a minute ...

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