According to the Content Marketing Institute, in 2016, B2B organizations plan to produce 76% more content than in 2015. That’s a lot of marketing noise! To boot, CMI also reports that in 2015, 64% of marketers didn’t have a content strategy and only 30% of marketers said their content was effective.
Those numbers are unnerving considering the blood, sweat and tears (time, more time and money) that you invest in developing premium content pieces such as whitepapers, ebooks, case studies, how-to guides, etc. Premium content is key to your business’ success! Whether your offer is for the epiphany (above the funnel), awareness (top of the funnel), consideration (middle of the funnel) or decision stage (bottom of the funnel) of the buyer’s journey, to achieve success your strategy must be aligned with how buyers engage, learn and consume content today - not 6 months ago.
So how do you get the most ROI from your premium content? Start with your buyer personas. To grab their attention, capture them as a lead and guide them down the path to becoming delighted paying customers, your premium content must be focused on what matters most to them. Do you know how effective your premium content is?