MailGuard always strives to offer our readers some helpful insights on areas in which we consider ourselves experts. It's something we are very passionate about and always consider a priority. Jonathan Lister, advertising sales and operations executive at LinkedIn, shares our passion for information sharing, as he explains why content marketing matters more than ever.
In the past few years, there’s been a real transformation in the way people consume information and communicate. Fuelled by the mass adoption of social platforms, this transformation in consumer behaviour demands the ways we market must also evolve. This is especially true in business-to-business where brands compete in a content-flooded environment with countless information sources to capture buyers' attention.
We’ve gone from a world where a handful of publishers control the flow of the majority of information, to one where anyone with an Internet connection can have a voice. While this has created new opportunities, it also makes it more difficult to hear and be heard. With consumers more sophisticated and the landscape more crowded, connecting with your audience is more complex than ever before. Buyers are not persuaded by advertising alone. They’re using the web, search, social networks, and more to educate themselves on potential purchases. Research shows consumers are 60% through the buyer’s journey before reaching out to brands for help on available options.
This is where content marketing comes into play.
Continue reading to learn more about why content marketing is important >>
