by Tony Vidler
With prospects taking longer than ever to convert into clients, “good” content has become king as that is what keeps them engaged as they move along their buying journey. Notice I said “good” content…..not just any old content.
But what is “good”? Content which is good is the content which is pertinent to a prospect at a particular point in their buying journey. The challenge for us is that the type of content and the medium shifts as the consumer moves along their decision-making path. So what is “good” at one point is irrelevant once they have moved on from it….and something else becomes “good”.
Figuring out what content is good for which stages of the decision-making journey doesn’t have to be guess work though. There is research and a few years of strong content marketing across multiple industries which can provide guidance on what mediums or type of content is most effective at what stage, as we explain in this weeks quick tips video…