‘How Content Is Changing And What Marketers Need To Know’ – ‘Marketing Land’ Article
Nathan Safran says, “Most brands got on board with content marketing by creating general, untargeted content. Now, those brands are evolving past that; they’re creating content that maps to the position of the buyer in his or her journey.
(The buyer’s journey refers to the buyer’s progression through a research and consideration phase, culminating in a purchase.)
Brands’ new content paradigm recognizes that a “one-size-fits-all” approach may be insufficient. After all, a buyer’s content needs differ based on where in the buyer’s journey they are”.
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