David Kirkpatrick, shares ideas for content marketing on the MarketingSherpa Blog. Both consumers and B2B prospects are doing most of their own research. B2B prospects are getting 80% down the pipeline before contacting a salesperson.
Kirkpatrick emphasizes that content marketing is not about selling a company, a product or a service. It is about becoming a trusted destination for prospects by providing content which results in thought leadership and brand awareness.
Content can come from many sources, including:
-Created internally by Marketing
-Provided internally by subject matter specialists within the company
-Supplied by third-party experts and industry leaders
-Generated by users
In addition to using content from multiple sources, it is also important to share different types of content:
-Written blog posts
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