Written by: Vickie Sullivan | January 02, 2024
Crucial Insights for Your Content Marketing Plan
Happy New Year! If you’re still creating your content marketing plan for 2024, international sales community Pavilion has a report identifying buyer preferences that you should know.
The report makes the business case for content marketing. It also points out two issues you must heed as you develop your strategy:
• The gap between executive and non-executive buyers: These two groups define “high-value content” very differently. A lot of people assume their buyers want the same thing. Double-check that. Also, make sure you structure your insights to match your buyers’ expectations.
• The best formats depend on the buyer’s journey: Page 9 of Pavilion’s report has an excellent infographic showing the preferred frameworks based on where the buyer is in the purchasing process. Note the differences between awareness, consideration, and readiness. I bet many of us focus a lot on the first two phases and not enough on the buying stage.
Pavilion’s data challenges us to reconsider assumptions about the latest sales and marketing trends. (Example: 40% of senior leadership buyers don’t trust AI-generated content.) Make sure you prioritize your buyers’ preferences.
Listen: Two Reality Checks for Your Content Marketing Plans
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