Getting Your Content To Your Buyer

The channel ranked by business software purchasers as the most influential third party source of information doesn’t even rank in the top 5 of content managers’ distribution channels. Browsing through industry reports over the past few weeks, I was very struck by the significant divergence between where software purchasers say content has most influence with them, and where distribution efforts and resources are concentrated by content marketers. Notwithstanding all the much trumpeted efforts taken in ‘building brand personas’, it seems most content marketers don’t go the extra mile to evaluate where prospective purchasers get their information and develop a focused delivery mechanism, inst

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