Content Marketing that Engages Across the Buying Continuum

Ardath Albee

Most B2B marketing is based on the construct of campaigns. Campaigns are not effective contributors to revenue goals and business growth. Why? Because they start and stop, halting hard-earned engagement and allowing buyers to reconsider your value in helping them solve their problems.

Instead, content marketing programs that span the continuum of the buying process must be designed to get your buyers from status quo to choosing to change—with the help of your solutions or services. For companies with complex sales, this can mean sustaining engagement for many months or even years. That takes a strong storytelling approach.

Learn how to design content marketing programs across the entirety of the buying continuum to shorten sales cycles and sustain engagement while creating intent to buy.

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Ardath Albee, CEO of her firm Marketing Interactions, brings over 30 years of business management and marketing experience to help B2B companies with complex sales use persona-driven content marketing strategy and compelling content marketing programs to turn prospects into buyers.

She’s a strategist, storyteller, speaker, blogger, teacher, and content geek who is obsessed with helping companies become so darn relevant that buyers can’t help but choose to become customers and, once a customer, making sure they’d never think of leaving.

Ardath has written two books, Digital Relevance and eMarketing Strategies for the Complex Sale. She’s been recognized as a 2014 Woman to Watch in B2B by FierceCMO and voted one the 50 Most Influential People in Sales and Lead Management for the last five years.

Ardath believes that content marketing strategy must help marketers, salespeople, and the organization clearly understand who their audiences are, what they care about most deeply, and who they must gain consensus from to embrace change.

With these insights clearly established, she helps clients create overall messaging and positioning platforms that inform content marketing strategy and the development of marketing content that powers integrated digital and social initiatives that drive pipeline velocity to produce more qualified sales opportunities. With strategic, integrated marketing processes in place, making the transition to customer-obsessed marketing is simpler and more effective.

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Content Marketing that Engages Across the Buying Continuum