Everyone agrees about the toughest sales problem today — customers are mostly through the buy cycle before they contact a supplier. There is less opportunity for a sales person to engage the customer during their research phase. It is harder to influence the buying decision by getting involved early in the game.
These days content marketing is just about the hottest topic around. And for good reason — it really works! If you create relevant and useful content for your industry, you will attract and engage your target market. It will become a crucial competitive advantage that pays dividends year after year.
The rationale that is usually given for publishing quality content is to improve your standing with the search engines. Google knows that if people are staying on your site for a while, that probably means they found some useful content.
But improved ranking is not the most awesome thing about content marketing.
InfoTrends has released a study on the use of print across vertical markets in relation to competition from digital channels. They report, not surprisingly, that "In today’s new media world, print hasn’t lost its luster, but it is sharing the spotlight with other media".
They surveyed more than 1,000 enterprise-sized corporations across ten vertical markets. The study confirms the importance of a multi-channel communications strategy. According to Lisa Cross, Associate Director, this "is driven by organizations’ need to serve and communicate with customers that have different delivery requirements and preferences.” Print and electronic media are not exclusive — they need to be used together.