Content marketing is a powerful tool for both acquisition and retention. It’s also a great way to explain a complex process, product or service. B2B’s longer sales cycle means prospects often spend more time at the top of the funnel, creating multiple opportunities for engagement and lead nurturing via content.
Use content to guide prospects along their decision journey and warm them up for a conversation with your sales team when they’re ready. Once converted, create content to welcome new clients or customers and reinforce that they made the right decision. Then strengthen the relationship and keep them engaged with ongoing content. Exercise your expertise by sharing the latest information or trends.
Inspired by http://www.chiefmarketer.com/5-content-marketing-myths-bust-2018/