But, marketers need to create personalised content for each stage of the buyer’s journey.
With millennials – digital natives – making up the largest percentage of the US workforce, B2B marketers should prioritise content marketing strategies over advertising. This digital native demographic does not want to be sold anything. They rely on accessible, educational and valuable information while making purchase decisions.
Instead of directly pitching sales, marketers should create content that addresses consumer pain points and influences buyers to move towards the bottom of the sales funnel. Businesses should consistently create content aligned with specific consumer needs in different stages of the buyer’s journey.
While creating content, businesses should also keep in mind the diverse stakeholders involved in the buying decision. Researching to understand needs and analysing competitor content along with industry groups and publications can help marketers create relevant and compelling content.
[10 minute read]