Today when people want to buy something, the web is almost always the first stop on their shopping trip. In any market category, potential customers head online to conduct research. The moment of truth is when they reach your site: Will you draw them into your sales process or let them click away?
Many marketers now understand that content drives action and quite a few have embraced the idea of inbound marketing. That’s great because when I started writing about content on this blog ten years ago, very few understood the value of creating information to market a product or service.
Top of the funnel isn’t enough
While it is encouraging to see many companies deliver information to their buyers, the vast majority focus their content effort only at the top of the sales funnel. In other words, they create content to attract people, but the content provision stops once the salespeople take over. This is a big mistake…
How Content Influences the Buying Process and Grows Business
