Supporting the Buyers’ Journey
Content marketing relies on the distribution of content to readers so that it can be found, as opposed to traditional outbound marketing that is broadcasted far and wide in order to generate demand. Content marketing strategies that just aim to publish as much content as possible tend to lean further towards an information packed outbound strategy, according to John Jantsch in his guest post on Brian Solis’ blog.
People don’t really need more information, they need insight, they need guidance and they need an experience that allows them to behave like they want to behave. So, in many ways the future of marketing is less about creating demand and more about understanding and organizing behavior.
John goes on to identify several behaviors he believes the majority of buyers want to experience on their journey to becoming customers. Check out the original post for information on how you can guide buyers from liking to trusting and from trying to buying.
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