Content marketing used to focus on quantity, but now it's time to focus on quality. B2B buyers consume up to 13 pieces of content before making a buying decision, but marketers can achieve their goal of leading them toward action in fewer pieces. Content needs to be relevant and timely to break through to the audience.
To know what content works and what doesn't, marketers should perform a content audit. It's important to define goals, analyze content, and determine what needs improvement or can be repurposed into other formats. Combining or disposing of content if it's not delivering results is key.
Producing great content experiences that deliver the right information to the right people is the best way to create an effective content marketing strategy. When marketers understand their buyer personas, they can map their content to answer questions and fill in the gaps.
Why It Should No Longer Take 13 Pieces of Content to Convert a Buyer
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