Content marketing is effective at building awareness and driving engagement between prospect and brand. It’s so good in fact that according to Forrester over half of the purchase decision is already complete before the customer even contacts the supplier. This is both good news and bad.
Content marketing is doing a good job at creating a runway for prospects to engage and self-educate. But, there’s a critical point where marketers are failing to get to the finish line. Our content is stopping short and exposing the buyer to a potential bumpy landing on the way to sales.
There are two obvious areas of focus to remedy this situation: