Is your digital content strategy driving revenue?

With 24/7 access to online reviews, videos, media coverage and more, today’s path-to-purchase is unmistakably customer driven.

Whether consumer-facing or business-to-business (B2B), buyers tend to gather information, evaluate various options and make preliminary selections based on their digital networks and resources. According to Forrester Research, “The number of interactions required to make buying decisions significantly increased in the past two years, from 17 in 2019 to 27 in 2021, indicating a new level of attention and due diligence for purchases during the pandemic.”

Pivoting our marketing strategies to match this transformed consumer journey has not been easy—especially in markets complicated by the pandemic. So, knowing that consumers strongly prefer researching options on their own, how can companies build awareness and influence purchasing decisions today?

The answer may lie with your content.

Marketing automation tools continue to gain traction. And while delivering information in real-time to consumers based on their actions is valuable, it’s just as critical to understand your audience and to produce content they will find interesting. Otherwise, even the best marketing automations will fall flat.