Content Marketing to Enhance Lead Generation
Because buyers are researching services and products through online channels, they are entering the sales funnel further down into the buying process than ever before. The challenge to marketers is how to engage these buyers with content that captures their attention at all stages of the buying cycle.
- Content through the buying lifecycle—a quick history and how it’s changing
- Understanding your audience—the key to building great content
- What do you know about your audience’s information needs, content preferences, favorite influencers? And—how to find out what you don’t know.
- How to conduct a content audit and correct any gaps
- How to determine what content sources would work best for your audience—not what content sources are trendiest
- How to build your audience with inbound and outbound content
- Develop prospect profiles from content choices
- Content registration best practices
- Overview of metrics that make sense