What Is It That Great Content Marketers Do Well?

Peter O’Neill of Forrester writes about what makes a great content marketer.  In particular, he notes that great content marketing practitioners are able to think from “outside in” from their prospects’ point of view:

What is important about the buyers’ discovery phase is that they definitely do not type “ERP” into a search engine. They look for information (via search, communities, discussion forums, websites, blogs) that is based upon their business issues and outcomes. So the most critical need for content marketers to understand is that their awareness/discovery content must be in the language of the buyer; it must answer the immediate question being posed…

While Peter doesn’t explicitly say it, he is implying that curation plays a large role for content marketers.  As much as creating content is fundamental to the buyer’s journey, helping prospects find the best and right content is just as (if not more) important.  

There are a lot of places that a buyer can read content, but by pointing out where they should go to get the content, you can shortcut the process and gain trust along the way.

Read original article at The Content Marketeer…