Content marketers tend to avoid talking too directly about the product in their ‘top-of-funnel’ or awareness-building content.
More from Tom Sandford
Gartner coined the term “buyer enablement” last year with much Linkedin fanfare and a pretty decent ebook. I remember reading it and thinking “it’s sales enablement and buyer journey mapping in a new frock” and left it there.
Question: How do you generate hundreds of ideal prospects ready to purchase for a brand new B2B SaaS product?
When we first met the Solverboard team, we were confident we could deliver on the targets they set. What we didn’t know was just how far we’d overshoot them.
There’s nothing worse for a content team than pouring your heart and soul into a fabulous new piece of content only to see it left to gather digital dust in the corporate blog archive after publishing.
It’s been a busy few months for us here at Future Content. Of course it's been nothing compared to the rush that NHS staff and other key workers have had to face. But we’ve definitely been going at it hammer-and-tong for the last three months, in our own small way.
One of the joys of working in a content agency is you get to interview a lot of smart people on behalf of your clients. The common thread of all of our interviews over the past few weeks is this; help me see me what’s coming, help me prepare, help me adapt.
Earlier this week I was asked “what should business leaders and marketing directors be thinking about now to best prepare for the return of normality?”