Content Marketing

Top and Middle of Funnel Content Marketing Best Practices [Podcast]

Have you ever wondered why specific pieces of content resonate with clients better than others? It’s safe to say that everyone has battled this at least once. Even the most tenured content marketer finds themselves scratching their head, wondering why a well-researched and thoughtfully crafted whitepaper doesn’t perform well. Needless to say, there are a lot of variables when it comes to content marketing.

We’re not claiming to be the end all-be all in knowledge when it comes to this subject, however, there are some key points worth bringing up in this conversation. Content marketing is an ever evolving channel in the greater marketing spectrum after all. This is where we talk about top and middle of funnel content. Often times considered to be the most challenging and frustrating of the content mix. Why? Well, think about it this way. Your buyers are constantly changing how they research and interact with their research findings – now imagine having to shift your strategy around that idea. It’s daunting to say the least. In order to capture the attention of buyers in this stage, you have to create content that works around their fleeting thoughts. We’re talking short-attention span marketing here. That’s not necessarily even your buyer’s fault either. You’ve more than likely been in a position to purchase something recently – how many different websites, articles, and reviews did you read? How many times did you finish reading those specific content pieces? That’s the challenge.

So, what can be done? It may seem like you’re fighting an uphill battle, and in some cases you are. We recently recorded a podcast surrounding this very topic! Take a look!

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