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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  September 19, 2017

Pay Attention to These 2 Content Marketing Trends

Pay Attention to These 2 Content Marketing Trends

Want to know the impact our content has on buying decisions? A new report by the Content Marketing Institute and SmartBrief, How Content Influences the Purchasing Process (pdf), provides some insight.

Move past the blinding flashes of the obvious, i.e. educational content that address real problems. This report shows us why community building and brand awareness matters. Pay attention to these findings:

• Information source doesn’t matter. A whopping 40% say they don’t care where the content comes from as long as the information is “credible.” Only 24% prefer information from the vendors they are considering.


Listen: How to create content buyers care about


• Podcasts, blog posts and social media are the least influential. Podcasts, a popular format among thought leaders, come in last regarding influence on purchasing decisions. Also near the bottom: blog posts and social media. That is why we shouldn’t depend on the easy routes to distribute our content.

Bottom line: In complex sales cycles, what you say about yourself is not enough. Our credibility must reach beyond our website and into the community at large. Brand awareness matters. Influence is defined by what gets passed around.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.