Beyond the funnel: A new approach to content marketing [Video]

Far too many content marketing programs fail to connect the brand to customer problems before the customer starts looking for a solution. At this crucial and overlooked point in the customer journey, most brands provide content about the product and the industry, when they should address specific customer pain points.

There’s “a gap that exists in almost every program … when it comes to how to position your brand to put it into the consideration set,” said Liam Moroney at The MarTech Conference last month. “One of the biggest impacts is it creates a very jarring experience. It switches very quickly from thought leadership to product but fails at placing your brand into the consideration set for buyers.”

Moroney, co-founder of Storybook Marketing, a demand generation agency specializing in B2B SaaS, laid out a plan for solving this problem. The first step is to stop thinking of the customer journey as a straight path …