How to Create a Content Strategy for B2B Nurturing Campaigns

(From MarketingProfs, by Paul McKeon)

The Sales Cycle Has Become the Buying Cycle

If you are like many B2B marketers, you have great content-delivery tools—in the form of marketing-automation or campaign-management software—but a short supply of effective content to push to the market.

There are two reasons for the lack of content: marketing myopia and underestimating how buyers use content.

Marketing myopia. Many marketing departments are driven by their own internal events, such as new-product launches, user conferences, and the CEO's latest initiative. But that is the myopic approach.

Here's the painful truth: Your prospects couldn't care less. They move through the sales cycle at their own pace, based on their own needs and pressures.

Full article HERE.