The New 'Content Continuum': A Six-Stage Marketing 'Funnel'
Learn about the Content Continuum, a six-stage approach that updates the traditional marketing funnel. Discover how to apply it to your own marketing and content strategy.
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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Learn about the Content Continuum, a six-stage approach that updates the traditional marketing funnel. Discover how to apply it to your own marketing and content strategy.
Explore how to balance content volume with content relevance, enhancing buyer engagement by crafting content that resonates with your audience and drives conversions. Ask yourself these questions.
Explore how the 3Rs—Repackaging, Repurposing, Reoptimizing—can transform your B2B content marketing, enhancing your efforts' efficiency and impact despite resource constraints. Learn more.
Understand the role of video marketing in B2B healthcare. Gain insights into how strategic video use can support brand and trust development. Read more.
Discover how to use employee-generated content to build brand reputation, drive social engagement, foster team community, and much more. Read now.
What are the key characteristics of highly effective B2B thought leadership content? To find out, Edelman and LinkedIn conducted a survey in December 2023 among 3,484 management-level professionals globally.