Your marketing strategy should be optimized to speak to buyers in each stage of your sales funnel. The same goes for content marketing: You shouldn’t rely on one type of campaign to achieve diverging goals.
When investigating the viability of content marketing, one of the first questions most prospects ask is, “Is it possible to use content marketing in different areas of the buying cycle?” This is followed by, “How long does it take to see content marketing results?”
Choosing the right type of content and whether to publish it on- or off-site depends on your goals and which stage of the sales cycle you want to target. Given how frequently these questions arise in our industry, Fractl created a content marketing roadmap to provide some answers.
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.