We live in a world where both consumers and business buyers want to make up their own mind about what they need.
By the time they are ready to talk to you, they will be armed with information about your company, its people, and its products. This is true whether they plan to buy a car or machine tools. It is possible to benefit from this new buyer behavior by executing an effective uberant content marketing strategy.
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
You know that the prospective customer will have done serious homework before they contact you. This presents a great opportunity to, through articles, educate them about your industry, about possible solution choices, about best practices, and about the right questions to ask. Do this before they ever call you or walk through your front door.