The content-creation hamster wheel, that is. To paraphrase Jeff Goldblum in Jurassic Park, we got so caught up in whether we could; we forgot to ask whether we should. Everyone jumped on the bandwagon and now we’re creating content left, right and centre. So, stop creating content for content’s sake.
Everyone wants to create engaging content. But this isn't art. And selling isn't a dirty word. There is a middle ground – give your pieces purpose. Focus on creating content that engages and converts.
You don't always have to create new content. Get more out of existing pieces by breaking them up and sprinkling them across the buyer journey. We call it atomising content - it sounds more sciency that way.
Some people love a white paper (it's true – we know some of them). Some people will never read one. Same with webinars and infographics. Make sure you've got something for everyone- the visual, reading, aural and kinaesthetic learners.
As people get closer to a buying something, their needs change.Support them with the right content at the right.
So, that's all very well. You now have some insight into our thinking on content marketing. But, let's get down to brass tacks: what does that mean on a day-to-day basis? What can we help you with? Get ready for a long, but not exhaustive, list.