Your Quick Guide to B2B Content Syndication

Getting noticed online can feel like running on a treadmill. You’re putting forth plenty of effort, but don’t move anywhere. While online visibility through well-known strategies like SEO is possible, it often takes time and considerable effort. If you’re looking for more reliable and faster results, consider adding B2B content syndication to your toolset.

B2B content syndication reaches more of your target audience online than SEO alone while facing less competition. Additionally, content syndication works exceptionally well for account-based marketing strategies with a niche audience and target accounts list.

Are you new to B2B content syndication?

Use this quick guide to learn what it is and how to use it in B2B marketing to reach your target audience.

What Is B2B Content Syndication?

A content syndication meaning in simple terms is distributing your digital content on multiple third-party sites to increase visibility and generate leads.

How does this look?

If you want to syndicate or share your content, you work with a vendor. A vendor has a network of hundreds of third-party websites ready to publish your content.

You use filters to specify location, titles, business sizes, and other qualifying factors of the audience you want to reach with your content. That way, only third-party websites that reach your niche audience will publish the content, and you only receive relevant leads in return.

Your vendor distributes your content by sharing it across their network based on your selected filters. Your content then appears on several websites that your audience already frequents.

Content syndication differs from guest posting because you share the same content you published elsewhere. Guest posting uses original content. Even though content syndication copies published content, it won’t impact your SEO. Google prioritizes original content. Your syndicated content mainly targets current readers on the host sites rather than trying to rank in Google.

Image from S2W Media

Example of Content Syndication

Syndicated content appears in several ways:

  • Native ad: A customized link to your content appears in the sidebar or bottom of third-party websites with related content. It’s often a widget that updates regularly with new content.
  • Published content: Content appears alongside the site’s regular content but with a note like “Originally appears on…” or “Sponsored Content.” This content remains permanently on the site.

Image from Business2Community

What Types of Content Can You Syndicate?

You can syndicate any online content. Some of the most effective content includes:

  • Blog posts
  • Videos
  • Infographics
  • Podcasts
  • Whitepapers
  • Case Studies

If you’re looking to generate leads, consider using whitepapers or eBooks that you can gate rather than blog posts.

Why Is B2B Content Syndication Important?

There are over six million new blog posts every day published globally. Competing with that large amount of content requires an established website and authority in the industry. However, some topics are so competitive even authority sites struggle to appear near the top of search results.

Content syndication cuts through the noise and boosts site traffic. Through content syndication, you attract new visitors, which can increase your current ranking and authority. In addition, you gain some of the host website’s authority, increasing readers’ trust when engaging with your content. You also reach readers you might not have gotten through SEO strategies alone.

B2B content syndication allows marketers to target their audience. While SEO provides some customization, most traffic is left to chance. You hope that those searching your keywords are B2B buyers. However, content syndication allows you to post your content on sites your niche audience frequents, increasing your chance of reaching that audience.

How Content Syndication Complements Account-Based Marketing

Content syndication works well for B2B businesses using account-based marketing because it gives you more control over who you reach with your content. Through content syndication, you bring your content to your desired audience.

For example, a SaaS brand might share its content across leading SaaS websites where B2B buyers frequently find the latest news and tips. This puts marketers in direct content with those B2B buyers without relying on unpredictable SEO strategies.

6 Tips to Perform B2B Content Syndication

Use these six tips to get started with B2B content syndication.

1. Establish Your Content Syndication Goals

What do you hope to accomplish through content syndication? Establishing specific, measurable, achievable, realistic, and time-sensitive goals gives you benchmarks to aim for. That way, you know when your content syndication is successful.

Some examples of potential content syndication goals include:

  • Increasing brand awareness by tracking the number of visitors who click on the content.
  • Generating leads that fit your target audience.
  • Collecting valuable customer data to help with customized marketing strategies.

2. Create a Target Accounts List

Creating your target accounts list begins with understanding who your ideal customer is. You create your ideal customer profile by compiling customer details from past customers and the characteristics of the customers you want to reach, like the buyer’s title or company size.

You’ll use this profile to identify target B2B buyers and businesses that make ideal customers. This list can include current customers, leads, and accounts that haven’t expressed interest.

Creating a target account list ensures you’re attracting quality leads. A target account list gives your content and strategy a direction based on who you’re trying to reach rather than casting a wide net and bringing in thousands of irrelevant leads.

Image from Sales Playbook

3. Partner with a B2B Content Syndication Vendor

A content syndication vendor is the company that distributes your content, like Taboola and Outbrain. If you don’t want to use a vendor, you can syndicate your content manually by posting to sites like Medium or LinkedIn. However, this process takes considerable work, research, and effort. You’re also limited by the host sites in your network.

Syndication vendors have a broader network of host sites and offer extensive filters so you can send your content to dozens of sites simultaneously for maximum reach.

4. Select or Create Relevant Content

Now comes the question of what content you should use.

Naturally, you’ll want to consider your syndication goal first, then choose content that matches that goal. For example, if you want to generate leads, then you’ll use whitepapers or eBooks.

You should also consider your content’s performance. For best results, syndicate your top-performing content as you know it’s relevant and your customers engage with it.

However, you don’t need to use content you’ve already published. Some marketers opt to create content specifically for syndication. That way, you can ensure the content matches your goals and audience.

5. Capture Lead Information

According to 30% of B2B marketers, content syndication has the best lead generation success.

Add value to your traffic by turning your content into a lead magnet. Gatekeeping your content or adding a form within the content provides more information about who is engaging with your content. You can also receive the details you need to qualify and nurture those leads.

When performing account-based marketing, a lead capture form is necessary to continue nurturing your audience.

6. Analyze Syndication Results

Remember those goals you established before starting? Now it’s time to revisit them and see how your results measure up.

A key to effective goals is establishing metrics for measuring your success, whether you generate a set number of leads or traffic you want to attract. Then, after syndicating your content, watch those metrics to gauge whether your syndication efforts are successful.

You’ll also want to dive deeper into those metrics, like seeing what percentage of the leads you generated converted. If not many leads are converting, you may need to adjust your target audience or reevaluate what content you’re using to ensure usable results.

Start Your First Content Syndication Strategy

Are you ready to start capturing quality leads across more channels?

Hushly can help you reach your ideal customer through our customized experience solutions. Our native embedded streams allow you to insert dynamic content that shows personalized suggestions to readers to increase the quality of leads you collect.

We simplify capturing those leads so you can seamlessly start nurturing them and converting more leads into loyal B2B buyers.

Learn more about our demand capture services for B2B content syndication.

Defining Content Performance & Ways to Measure It

When you invest hours into creating online content, you want to ensure you’re seeing quality results. How can you guarantee your content is performing how you designed it? And how can you measure whether the content contributes to your marketing goals?

Learn why tracking content performance helps you succeed in marketing and the best content marketing metrics to track.

What Is Content Performance?

Content performance describes the content’s results and how those results compare to the overall marketing goals. You want your content performance to help you reach your marketing goals to ensure the results are worth the investment.

What content do you measure performance for?

Content can include any digital material a company shares online, including:

  • Web pages and landing pages
  • Blog posts
  • Videos
  • Images
  • Social media posts

The metrics you use depend on the type of content you share. Let’s explore how to measure content performance on your website, like blog posts and web pages.

Why Does Content Performance Matter?

Content performance analysis ensures content contributes to marketing goals and has a high return on investment (ROI). It also helps you also measure your company’s growth.

When you begin a content marketing strategy, you should establish goals such as building brand awareness, generating leads, and converting leads into buyers. To maximize your content’s performance, you can then compare its performance metrics to your marketing goals. This is what marketers call content intelligence, and it informs your content strategies to keep them on track with your marketing goals.

How to Measure Content Marketing Performance

There are dozens of ways to measure content performance. However, the best method uses several metrics together. Each metric on its own only gives a glimpse at how visitors are interacting with your content. But, when you combine multiple metrics, you see the path buyers take and learn the most effective methods for converting buyers or where the content falls short so you can optimize its performance.

For example, content traffic tells marketers how many people land on the page, which is crucial, but it doesn’t tell marketers whether those visitors stay on the page. Looking at the bounce rate alongside traffic gives a complete picture. When you add on leads generated, you can also see how many people read the full content and responded to the call to action.

7 Metrics to Measure Content Performance

Track these seven metrics for a comprehensive view of your online content’s performance.

1. Website Traffic

Your web traffic is a foundational metric that gives you a generalized idea of how many people find your content. Tools like Google Analytics give you additional information about your web traffic on their content performance report, including:

  • How many visitors are unique
  • How many visitors are returning
  • Where do the visitors come from (country or region)
  • What browser the traffic uses

Establish traffic benchmarks and track this metric to ensure people are finding your content. If you have low traffic, consider sharing the content on social media or third-party sites, sponsoring it in searches, and optimizing pages for search engines.

Image from Google

2. Average Time on the Page

Traffic alone isn’t enough for a complete view of your visitors. That’s why you should also look at the average time spent on the page.

This metric tells you how engaging the content is. If people read through a 2,000-word blog post in five minutes, you know they’re skimming the content, and you may need to make it more engaging or shorten it.

Depending on what analytic tool you use, you may also be able to see scroll depth. This metric tells you how far down visitors went before leaving the page. If multiple readers leave the page at the same scroll depth, it may be time to rewrite and redesign that area to encourage visitors to keep scrolling.

3. Bounce Rate

Bounce rate compares the total traffic to those who leave after viewing a single page. This metric tells you what percentage of your total visitors are staying on your website and interacting with your content.

You should strive for an ideal bounce rate between 30 and 50% but remember that each industry varies. If you hit an ideal bounce rate, your content actively engages visitors. However, if you have a high bounce rate, consider optimizing your content to be more engaging or try targeting niche traffic so you bring more relevant visitors to your content who will stay on the page.

4. Traffic Engagement

Engagement metrics tell you how relevant your content is. Relevant content will more likely resonate with B2B readers and convert them into buyers.

Engagement metrics that demonstrate content effectiveness include:

  • Likes
  • Shares
  • Comments
  • Mentions

5. Referring Pages

Where did your traffic come from?

Part of content strategy is investing resources into content discovery. You want to ensure your niche audience finds you. So, tracking referring pages in your content measurement to find the most effective methods for attracting B2B buyers helps marketers know where to focus the most time and resources.

For example, content bringing in a large amount of organic search traffic shows the SEO strategy is effective. But, if marketers don’t see much traffic from PPC ads, they should either optimize their ads more or focus more on organic traffic over sponsored ads.

6. Pages Visited

Where do visitors go after reading your content?

This metric helps marketers understand the impression content has on visitors. If most visitors go to the pricing page after reading blog posts, marketers know the blog posts work very well as conversion copy. 

Knowing where visitors go after reading content also helps marketers optimize those next pages to pick up where the original content left off. That way, B2B buyers continue moving through the sales funnel.

7. Conversion Rate

Every content should have a call to action. The call to action is what follow-up action a reader should take. These actions ensure visitors continue to interact with your content and brand. When visitors take action, you count that action toward your conversion rate.

The most effective call to action captures lead information through lead generation forms. That way, interested visitors can receive nurturing emails that move them through the sales funnel and ensure the lead doesn’t forget about your brand.

For example, if your goal is to generate leads, you may calculate your conversion rate by how many leads fill out the form at the end of your content.

Content won’t usually end in a direct sale (though there are exceptions, especially for conversion copy like pricing pages). Instead, most content addresses pain points for middle-of-the-funnel leads. Then, once leads express continued interest, the sales team converts them into B2B buyers, resulting in an indirect sale that began with the content.

Boost Your Content Performance

Is your content not meeting your performance benchmarks?

Hushly can help.

Our customer experience solutions customize each page to your B2B visitors. You can increase the number of visitors who stay on your site and interact with your content through personalized ads, eye-catching calls to action, and engaging text.

Hushly’s solutions are simple to integrate while yielding powerful results. That way, you can spend more time nurturing your B2B leads and less time trying to capture those leads.

Ready to boost your content performance? Check out our customer experience solutions for digital content.

What the E-E-A-T Google Algorithm Means for Content Marketing

Google’s E-A-T algorithm update in 2018 emphasized the significance of Expertise, Authority, and Trustworthiness in ranking content. On December 15, 2022, Google added an extra “E” to the acronym, which stands for Experience.

The purpose and execution of the update make it crucial for website owners in every niche to understand the new E-E-A-T guidelines. We’ll explore the meaning of each letter, the difference between experience and expertise, and how content marketers can use this knowledge to improve their search engine rankings.

What is E-E-A-T?

The original Expertise, Authority, and Trustworthiness (E-A-T) update was mainly a factor for websites offering information that required a high level of expertise, such as health and wellness advice. It was less important for topics like hobbies.

On December 15, 2022, Google added an extra “E” to the acronym, which stands for Experience. E-E-A-T Google update is more wide-reaching and will be important for website owners in every niche to understand.

Source: Digital Results

Here is an explanation of each letter to help you get familiar with the concept:

Experience

The first and newest letter refers to the level of experience of the content creator in the topic or field they’re discussing. Websites that demonstrate a high level of expertise in a particular area will be considered more trustworthy and authoritative by Google.

Expertise

This letter is closely related to experience and refers to the depth of knowledge that the content creator or website owner has in their subject area. Demonstrating that you have a high level of expertise in a particular area can help to build trust and credibility with both Google and your audience.

Authoritativeness

This letter refers to the overall authority and reputation of a website or brand. Websites that are seen as authoritative in their industry or niche will be considered more trustworthy by Google and are likely to rank higher in search engine results.

Trustworthiness

“T” is about demonstrating trustworthiness to Google and your audience. To achieve this, you need to have a website that’s transparent and provides accurate, trustworthy information. This can include things like having a clear privacy policy, displaying your contact information prominently, and responding promptly to any customer complaints or concerns.

The Difference Between Experience and Expertise According to Google

When Google refers to experience, they are talking about practical, real-world knowledge of a topic. Think of a content creator who has worked inside the industry for 20 years and may have a lot of first-hand experience in the topics they’re writing about.

When it comes to expertise, Google considers the creator’s qualifications. A brand-new doctor may not have a lot of real-world experiences to draw on yet, but they still have spent years becoming an expert in the topic of healthcare.

How to Create High-Performing E-E-A-T Google Content

Now that you understand what each letter means, here are ways you can use this knowledge to improve your content marketing and rank higher in SERPs.

Build High-Quality Backlinks

Building high-quality backlinks from relevant, authoritative domains is one of the best ways to demonstrate that you’re a trusted authority in your industry. You can achieve this by consistently creating valuable, unique, high-quality content that people want to link to.

The following techniques can help you build a high-quality backlink score:

  • Guest blogging: Writing guest posts or contributing to industry publications is a great way to earn high-quality backlinks from reputable sources. This strategy allows you to demonstrate thought leadership while building relationships with other industry professionals.
  • Participate in community events: Participating in community events, such as sponsorships or charity events, can help establish your business as a trusted authority in your industry. Participating in these events can lead to opportunities to build relationships with other industry professionals, potentially leading to backlink opportunities.
  • Creating high-quality resources: High-quality resource or encyclopedia pages are a fantastic way to earn valuable backlinks. It will require a lot of work and expertise to create valuable resources pages, but it can potentially pay off in a big way by leading to an increase in backlinks.

Keep Content Accurate and Up to Date

Keeping your website’s content up to date with the most accurate information ensures that your website conveys the trust signals that Google and users want. This is especially important for pages with time-sensitive information, such as news or medical information.

Establish Expertise

Google loves expert content and rewards it when it’s created by someone with the credentials or qualifications to produce it. By working with contributors who have substantial real-world experience to back up their insights, you can increase the E-E-A-T of your site.

Hire Experts

Hiring experts who have qualifications in the field and can write about a topic from a position of authority can help improve your website’s E-E-A-T. By hiring writers with credentials, accreditations, degrees, or those who have put in the necessary time to be recognized as an authority in a particular field, your brand can earn the right to let people (and Google) know about it.

Publish Content Regularly

Regularly publishing high-quality content that is well-researched, informative, and relevant to your target audience can help display your brand as an authority in your industry. This can improve your E-A-T and ultimately lead to higher search engine rankings.

Build Relationships with Industry Experts

Building relationships with industry experts can help you create content that is more accurate, informative, and trustworthy. Reach out to experts in your industry and ask for their input or contributions to your content.

Focus On Building a Strong Brand Reputation

A strong brand reputation can improve your E-E-A-T and boost your search engine rankings. Try these tips when building your brand reputation:

  • Engage with your audience: Actively respond to comments, messages, and feedback in a timely manner. Be transparent about your brand’s values and objectives.
  • Create high-quality content: Content that provides a ton of value to your audience is the best way to build authority and improve your reputation for accuracy and thoroughness.
  • Monitor your online reputation: Monitor your brand’s online reputation regularly, and respond to any negative feedback or comments promptly and professionally. You can use tools like Google Alerts, Hootsuite, or Sprout Social to monitor your brand’s online presence and track mentions of your brand or industry keywords.

How Hushly’s Tools Can Help You Win with the New Google E-E-A-T Algorithm

Hushly’s automated marketing platform can help you build E-E-A-T while increasing conversions. We offer simplified, developer-free solutions, including:

  • Personalized website experiences: Dynamic, personalized content for unique visitors will help you establish authority and expertise in your field.
  • Gain buyer journey insights: Hushly’s content analytics helps businesses analyze content engagement to optimize content strategy. Better content will earn better E-E-A-T standing.
  • AI intent data: Hushly’s AI-powered intent data will help you understand what your customers are looking for so you can be their first and best resource.

If you’re interested in learning more about how Hushly can help build E-E-A-T and succeed with Google’s new guidelines, contact us and request a demo today.

Content Taxonomy: Definition, Benefits, and More

Content marketing is a non-negotiable in today’s business world. Unfortunately, the problem that most content marketers face is creating content for the sake of creating content. 

This is problematic for several reasons. First, it leads to content that easily gets lost in the sea of information online. Second, it makes the content seem less authentic and less valuable to potential customers. Finally, it leads to content that’s never used. 

With approximately 70% of B2B content created never being utilized, there’s a clear need to take a more strategic approach to content marketing. One way to do that is to implement a content taxonomy.

What is Content Taxonomy?

Content taxonomy is a way to organize content into a more meaningful structure that uses controlled vocabulary to define relationships between content items. According to the Nielsen Norman Group, it uses descriptive metadata to group similar pieces of content together into different categories and subcategories. 

Source: Nielsen Norman Group

3 Types of Content Taxonomy

Research shows that approximately 38% of consumers first look at a website’s navigational structure when visiting a new site. They will click away and look elsewhere if they find it difficult to use. Content taxonomy is a widely used approach for organizing content, making it easier for users to navigate your website and find what they’re looking for. While there are several different types of content taxonomy for use, there are three that stand out as being particularly effective:

  • Flat Taxonomy: This is one of the simplest forms of content taxonomy and is most often used by smaller businesses that don’t have a lot of content to organize. The flat taxonomy system allows you to create categories, such as “invoicing” or “accounting,” and then organize your content into those categories. 
  • Hierarchical Taxonomy: This form of content taxonomy is similar to a flat taxonomy in that you can still create categories, but the categories are organized into a hierarchy that allows you to further break down your primary categories into more specific subcategories. 
  • Network Taxonomy: For larger organizations in the B2B space, a network taxonomy is an effective strategy because it allows you to connect related categories to create a network of related content relevant to your audience.

Why is Content Taxonomy Important?

Content taxonomy is essential because it provides a structure for organizing content into a clear, concise, and easily navigable hierarchy. Not only does it help your marketing and sales team find what they need, but it also helps simplify things for your audience as well.

Having this predefined hierarchy makes your site easier to navigate, which plays a significant role in increasing your content engagement and improving your user experience. In fact, approximately 70% of website users say they prefer web designs with high usability (easy to use). In comparison, 89% say that a poor user experience drives them to a competitor’s website to find what they need.  

Content Taxonomy Examples

MarketingProfs does an excellent job with its content taxonomy, which makes finding the content you need simple and easy. Their hierarchy is well structured, allowing users to easily navigate between different categories and subcategories to find precisely what they’re looking for.

Source: MarketingProfs

Here at Hushly, we utilize a simple hierarchy taxonomy to break down our online content into easy-to-navigate categories. This allows our audience to find the information they’re looking for quickly and ensures that our content remains organized and user-friendly.

Source: Hushly

How to Set Up a Content Taxonomy Strategy in 5 Simple Steps

Content taxonomy is a powerful tool for organizing and managing content. Setting up a content taxonomy strategy is simpler than it sounds, and it can be done in five easy steps:

1. Define Your Brand’s Purpose and Audience Needs

Without a clear purpose and understanding of your audience’s needs, you can easily fall into the trap of producing content that doesn’t speak to your target market, resulting in poor performance, wasted resources, and reduced ROI. 

With that in mind, if you already have an established content strategy but think you could benefit from better organization, then you should run a content audit. This will allow you to evaluate what type of content you have, which is working well, and which needs to go. It will also help you better identify your audience and their needs.

2. Do Your Keyword Research

Keyword research is an absolute must when creating your content taxonomy. This will help you find out what your audience is searching for online and how your brand can meet those needs. Not only does this help you create content that will resonate with your target audience, but it will help you better organize your content into categories and subcategories and develop tags so your audience can easily find the information they need when they need it. 

Source: Social Media Today

3. Choose a Taxonomy Structure

If you’re a smaller organization just starting out with content marketing, consider using a flat taxonomy that helps your audience get right to the content they want to see. However, if you’re a well-established company with multiple verticals, then you may need a multi-level taxonomy that will help you organize all of your content and create an intuitive user experience.

Keep in mind that roughly 42% of people will leave a website due to poor functionality. So make sure you’re not overcomplicating your taxonomy structure, especially if you’re a smaller brand that’s still developing your content strategy.

4. Test Your Taxonomy Structure

As with any system, you won’t know whether it works until you’ve tested it. One of content taxonomy’s ultimate goals is to improve your website’s user experience. With 88% of consumers saying they won’t return to a website after a single poor user experience, it’s crucial that you organize your site and make it easy for your audience to navigate.

So, when testing your content taxonomy structure, you’ll want to keep these things in mind:

  • Are my primary categories clearly defined and addressing the audience’s primary needs?
  • Are my secondary categories clearly linked to the proper primary categories?
  • Do my meta tags accurately describe the content of my pages and link to the appropriate categories?
  • Does my content taxonomy simplify the user experience on my website?

5. Monitor and Optimize as You Grow

Finally, you want to ensure you’re giving your content taxonomy the time it needs to take root. You’re simply not going to see results overnight. You need to test your taxonomy structure over a period of time to determine whether or not it works. As you monitor your site’s performance, you’ll be able to further organize and optimize your content taxonomy and strategy as a whole.

Get Deeper Insight into Your Audience’s Needs with Content Analytics from Hushly

Understanding your audience and their needs is the cornerstone of a successful content taxonomy strategy. With Hushly, you can better understand what your audience really wants and tailor your content taxonomy accordingly. By tracking user behavior and engagement, you can optimize your content strategy and ensure that your content taxonomy is optimized to meet your audience’s needs.

See how Hushly’s content analytics can help you better understand your audience by requesting your demo today.  

A Guide to Building a Content Marketing Hub

Imagine a user who searches for a problem and finds your website that offers a potential solution.

The article they clicked on from the search result answers their questions, but there’s another blog on your website that answers a question they didn’t even know they had yet. It’s this question that, if answered, could lead to an instant conversion.

If your website isn’t utilizing a content marketing hub, there’s a great chance the user may never even notice this additional content.

On the other hand, if the content hub is nearby or even on the page they landed on, the odds of them clicking through to more content on your website increase dramatically.

If you want to attract more traffic to your website and keep it for longer, you’ll need to create a content marketing hub.

What is a Content Marketing Hub?

In broad terms, a content marketing hub is a place where all of your content is collected in one place. This includes all forms of content like blogs, social media, case studies, videos, user-generated content, and any other kinds you may be producing.

A content marketing hub is more specific than your website. This is because your website has to serve other purposes and isn’t purely organized around content like a content hub would be. A content hub should be thought of as a hub within your website where links to content are collected and sorted into easy-to-find buckets.

A content hub should be focused on making this information accessible to anyone interested in it.

What Should a Content Marketing Hub Include?

Fundamentally, your content marketing hub should be a place where all of your content marketing examples are displayed. Customers demand ease of use, so you’ll need to sort content by type, allow searches for specific information and keywords, and update dynamic and shifting webpages based on intent analysis and best practices.

Your content hub should be a one-stop shop for all of your content. A place where users can go to find answers to all their questions, engage with your content, and find the value that will eventually drive them to convert.

The Benefits of an Adaptive Content Hub

When it comes to content hubs, there is no question that you’ll want yours to be adaptive. At the very least, you’ll want it to update frequently with the latest content that tracks the ups and downs of your unique industry.

Here are a few of the benefits of an automated adaptive content hub:

Dominate SEO

Your content hub will be a cacophony of SEO keywords that boost your search rankings. It’s also a great opportunity to draw users in with one keyword and allow them to find content that they weren’t searching for.

Nurture Leads

An adaptive content hub can create personalized content streams tailored to attract your best buyers. These streams, or tracks, will funnel these users through content that meets them where they’re at in the buyer journey.

This means introductory material for customers who are first encountering your website, and more technical educational material for returning customers who’ve already purchased from you once and are more likely to do it again.

Lead with Value

You gain customer trust by proving to them that you know what problems they face and that your solution can counter those. The best way to do this is with free, ungated content that meets users where they are.

An adaptive content hub is the best way to keep customers on your website for longer by curating their content flow. The longer a user spends with your content, the more likely it is they trust it and will be willing to buy your solutions.

Build Loyalty and Engagement

When all of your content is in one easy-to-manage place, customers are incentivized to stay longer and engage more. Over time, consistent and high-quality content will convince customers that you know your industry well and are prepared to diagnose problems and find solutions.

The more trustworthy your content is, the easier it is for your loyal customers to share and engage with it. If you are legitimately providing value – that is, improving the customer’s life every time they engage with your content – why wouldn’t they keep coming back?

How to Create a Content Hub in 5 Steps

Here’s a list of steps to follow now that you’ve chosen to create a content hub on your website.

1. Categorize Existing Content

The first thing to do is sort your existing content by their commonalities. This should be based on factors like:

  • Content medium
  • Subject
  • Buyer journey stage
  • Technical detail

There are a few benefits to this step. Not only will you be better able to visualize the types of content you’ve already got, but it will also help you see where shortcomings are in your current content strategy. It may even become obvious what kind of content to produce next.

2. Build Internal Links

Linking from one piece of content to another is a great way to demonstrate authority over the topic that’s being discussed. It tells users that you’re not only writing on the topic at hand but that you’re experienced with the industry as a whole and ready to find solutions to any new problems that may arise.

3. Focus on the Customer Experience

Think about how the customer will be encountering your content. Which pieces might they find after searching for a question they may have? What are the most relevant details about your product for customers who are searching for those keywords?

These kinds of questions can shed light on the customer experience.

4. Observe, Gather Data, and Refine

Your content hub must remain living and flexible. The types of content that perform well today may not perform well next year. Gather data and check it often to monitor the performance of your content, find out what channels buyers are flowing through, and gain insights on what content needs to be delivered and when.

5. Use Hushly

Hushly can automatically manage every step of the customer experience journey, including curating your content hub. We’ll use intent data and analytics to produce content streams that are proven to increase engagement and drive conversions.

Best Content Hub Examples

Here are some examples of content hub websites to inspire your own:

Hushly’s Resource Center

Hushly maintains a resource center that allows users to search our content by type, category, or with a search feature.

Substack’s Inbox

Substack directs users to their inbox, which is filled with the most recent posts from users they’ve subscribed to.

MediaVidi’s Home Page

MediaVidi’s website is a content hub designed to suggest high-performing content, which is tagged and easy to sort through.

Hushly Makes Managing Content Hubs Easy

Hushly specializes in crafting adaptive content marketing hubs that update in real time depending on customer data and insights.

Our platform requires no developer. Customizing and personalizing your digital marketing content hub can be done with just a few clicks. We’ll also generate data from every step of the customer journey to give you insights into what’s working and what needs to change.

Hushly can help you scale by developing, managing, and optimizing your content hub. Contact our team today.

Should You Really Use a Content Experience Platform (CEP)?

Deciding on a strategy that will define your overall content experience is the easy part. The hard part is putting in the work to develop that experience across all forms of content.

If you’re thinking about implementing your own content experience strategy, then you’re probably wondering whether it would make more sense to employ a content experience platform to take on the job for you. There are plenty of ways to optimize on your own without a partner, yet few ways to match the data-driven analytics you’ll have access to with an automated platform.

We’ll lay out the case for using a content experience platform, but we’ll also explain the intricacies of the content experience, from what it is to how to start implementing one yourself, so you can make the best choice for your business.

What is the Content Experience?

The B2B content experience is the way all of your content relates to each other and forms a cohesive customer journey from landing page to checkout. A seamless and natural content experience is one in which the customer doesn’t have to try hard to find information about your product or why it should matter to them.

This is part of the reason why a great content experience should be a key part of any go-to-market strategy.

Your content experience should be an overarching voice or theme, which communicates a consistent message across all forms of content you produce. This includes content produced for every stage of the buyer journey. The main goal is steering prospects naturally through the content most likely to show value and convert them into buyers.

By focusing on and developing this goal through content production, you will naturally generate a content experience for customers. This experience should continue to develop over time as your products, customers, and market conditions evolve.

What is a Content Experience Platform?

A content experience platform (CEP) takes on the job of producing your content experience for you. Ideally, this includes everything from the way users first encounter your content, where they land on your website, what kind of content is recommended for them once they’re there, and generating data-driven customer insights.

5 Key Features to Look For in a Content Experience Platform

Here are five key features of a CEP:

1. Dynamic Web Design

Your website is the window through which your customers will look at your products. It’s where they’ll spend all their time engaging with your company online. Ideally, your website should be dynamically tailored to individual buyers.

Hushly’s platform allows clients to update their websites – including text, banners, calls to action, and more – to change in real time for individual customers.

2. Personalized Content

Once you’ve found your ideal buyers, it’s time to figure out what specific problems they may have and produce content tailored to their needs. This is the time to find your voice and stick to it in all forms of content.

Remember that there should be content for every step of the buyer journey. This includes the moment they find your landing page to the checkout process. The goal is a seamless transition from beginning to end.

3. Multiplatform Content

Customers today expect content in many formats and across many platforms. Some customers prefer written content, while many convert better with video content. You’ll need to mine your customers for data to figure out where they’re coming from and how they’d like to engage with your product.

It’s key that your content experience is cultivated across a wide range of content mediums. Blogs, social media posts, videos, audio, or podcasts each deserve special attention and a unique strategy that adheres to the overall content experience.

4. Digital Content Analytics

You’ll never have the perfect content experience because the ecosystem is constantly changing. There is a constant need to gather data on the performance of your strategy and update it on the fly.

You can try gathering data on your own, but it’s a complex process. It’s not always clear where to begin turning data into useful information. Instead, you should use a CEP like Hushly.

Hushly’s platform generates data from every stage of the customer experience, so you can analyze it from beginning to end. Hushly can give you insights like what content is resonating and where, engagement metrics, traffic sources, post-conversion analytics, and more.

5. Constant Optimization

However you’re getting your data, it’s important to use it to glean insight, so you can shape and optimize your content experience as needed.

The needs of your customers won’t stay the same, and your solutions to their new problems need to be flexible and responsive. A CEP should take data and optimization seriously to keep your strategy up to date.

Content Experience Platform vs. Content Marketing Software

A CEP is an automated service that takes on the task of optimizing your customer experience from beginning to end.

A CEP stands in contrast to typical content marketing software (CMS) which may focus narrowly on content creation, marketing, distribution, or content analytics. A CEP focuses more holistically on the way customers will be finding, consuming, and making decisions based on your content. It should also use data to generate insights that help you refine and update your content experience as market conditions change.

What Types of Content Can a CEP Manage?

Ultimately your content experience can be managed in a variety of ways. Depending on your customers and your product, a mixture of content mediums may be best, or you may find that your conversions rely on a single type of content. No matter your unique needs, a CEP should be able to manage all forms of content.

The idea behind the content experience is to push content that is relevant, valuable, and likely to drive engagement. A great CEP combines website customization with content personalization in service of the customer experience. Deciding what content works best for this is Hushly’s goal, and it’s the main reason we incorporate so much data and analytics into optimization.

The reality is that the best content is that which drives the most conversions, regardless of its medium, and your CEP should be capable of managing it.

A Content Experience Platform Can Save Time and Resources

The task of managing a content experience is unending.

There is the identification of buyers, content creation, deciding which content is most relevant to which buyers, personalization, multichannel outreach, and more. All must be carefully balanced and overseen to optimize performance.

Though it may be possible to manage on your own, hiring a content experience platform like Hushly could make your job a lot easier.

We’ll take on the time-consuming tasks for you. We know content marketing, and we’ve refined our system for years to take advantage of the massive amounts of data it generates. We use unparalleled customer insights to perfect the content experience, so you can focus on creating innovative solutions to customer problems.

If you’re ready to see what Hushly can do to make your content experience more seamless, request a CEP demo today.

Content Engagement: Definition, Importance, and Steps to Create It

Your ideal buyer has found your website thanks to your great SEO practices. They’re now on the landing page, hoping for an answer to a question they’ve been asking themselves for days.

This buyer has a problem and is ready to spend money on a solution. It happens that your company is in a position to provide that solution. You’ve got them where you want them, with their eyes on your website ready to consume content that will increase their likelihood of doing business with you. What happens next?

If your website’s content strategy is strong enough, this customer should find themselves in an engaging rabbit hole of information that answers their questions, reassures them that your product is right for them, and removes friction from the buying process.

Anything less than this is simply not going to compete with the modern advancements in marketing and technology.

Hushly knows this, which is why we created this introduction to content engagement. We’ll cover information on the definition of content engagement and how to measure it, as well as some concrete steps on how to increase audience engagement.

What is Content Engagement?

In broad terms, content engagement is the myriad ways users can react when consuming your content. The phrase content engagement doesn’t indicate a positive or negative reaction to the content, but rather the decision of the customer whether to amplify, consume and move on from, or ignore the content.

Every action, or inaction, that a user reacts with can provide valuable insight into the quality and value of the content they’re engaging with. This is the core principle behind content engagement.

What Does It Mean to Engage in Content?

A user may decide the information in your content is so valuable that they feel they need to share it with others. They may disagree and leave a comment. They may simply like the post or even ignore it completely and keep scrolling. Each of these technically represents content engagement.

Content engagement examples include social media engagement like clicks, shares, and other direct metrics like bounce rate. When marketers discuss content engagement, they are generally referring to concrete metrics like these.

In other words, content engagement is an important measure of the quality of your content.

Why is Content Engagement Important?

Knowing how strong your content is matters a great deal to your overall content strategy. Identifying which content is performing well can help you increase the efficiency of your marketing budget and direction.

It’s also the best way to build a loyal and interested customer base. In other words, a customer base that will be excited and knowledgeable enough to try out new features and give sophisticated feedback on how to improve your product.

What Content Gets the Most Engagement? 3 Examples of Engaging Content

Content that gets the most engagement often invites engagement by its very nature, like a poll or a quiz.

Here are three examples of content to create when you want to boost your engagement.

1. Polls and Quizzes

A well-conceived poll or quiz can elicit an emotional response from a customer. If a customer feels strongly about the question you asked, they’re far more likely to engage with it.

Polls and quizzes can encourage a customer to think about how your product affects their daily lives.

2. Case Studies

A case study is an example of a situation where your company found a problem and solved it. It’s a recap of the way your company successfully delivered value to a satisfied customer. The best case studies involve interviews with representatives from the company you worked with as well as in-depth explanations as to how your company recognized the opportunity for growth and executed that vision.

3. User-Generated Content

Polls show that users trust user-generated content more than content they perceive to have been created by a marketing team. They are more likely to engage with and enjoy this content, which means your company must find a way to identify UGC and add it to an accessible hub.

How Do You Measure Content Engagement?

The first step towards measuring content engagement is deciding what success means. You’ll need to know what your goals are concerning content engagement, including who you’re engaging with and why. Then, you can identify which engagement metrics will be most important for you to track.

Metrics like the ones we list below are invaluable data points in your quest to optimize content engagement. However, don’t forget about the context of these figures. They should each be weighed according to their importance to your overall plan.

  • Conversion Rate: Your best content is that which drives the most customers to buy your product.
  • Bounce Rate: A measure of visitors who enter your website only to immediately leave it. A high bounce rate could indicate poorly executed or difficult-to-find content.
  • Page Views Per Session: A sign of how many different web pages a user opened during a single session. More page views mean the user browsed more of your content.
  • Time on Site: A measure of how much time the user spent on your website.
  • Likes, Comments, Shares: Likes and shares are the most important to track for a social engagement strategy. Comments are also a great place to encourage discussion and build a community of users.

What is a Content Engagement Strategy?

A content engagement strategy is your plan to create content that satisfies customers’ needs and drives engagement. It can be implemented on its own or as part of a broader go-to-market strategy.

All of this is done in the service of improving sales conversions.

4 Elements of Creating Engaging Content

Ideally, a content engagement strategy has these elements:

1. Idealized Buyers

Buyer personas are the best way to theorize your ideal customer and form a plan to speak to them directly.

2. Identification of Pain Points

You should already have an idea of what kinds of problems the customer could be facing before creating content for them.

3. Efficient Solutions

Finding problems is easier than building solutions. Design content around your unique ideas. This is how you’ll build credibility and trust.

4. Plan to Drive Conversions

All content should be designed to increase conversions, not necessarily engagement. Don’t forget that engagement is just another measure of content quality, not the only or most important factor.

How Do You Make Digital Content Engaging?

Buyers today expect personalized content. To keep up with the demands of the marketplace, Hushly recommends thoroughly personalizing content to your most valuable buyers. This includes things like:

  • Adaptive content hubs
  • Dynamic websites
  • Personalized self-nurturing landing pages
  • A constantly refined data-driven approach

Consider personalizing messaging all the way down to website text, banners, logos, and calls to action.

Are you ready for Hushly to take on the job of developing your web content to drive engagement and boost conversions? Get a personal demo today.

What Content Experience Means and Why It Matters

A B2B buyer that wants to solve a problem their company is facing begins a months-long sales cycle by researching keywords on Google.

If they come across your page, you’ve successfully captured their attention and now have the opportunity to pitch your solution.

If your content is high quality, the prospect will get a lot out of it and probably appreciate the free help you gave them. But then what? Do you keep their attention and provide more value, eventually leading to a closed sale? Or do you lose their attention to the search engines, and maybe another company?

The answer depends on the quality of your content experience.

Today’s guide will give you the principles behind this practice as well as some easy steps you can take to curate your own content experience.

What is Content Experience in Marketing?

Your content experience is closely related to your content matrix.

In a few words, your content matrix is the strategy behind the way you create content. It details the kinds of content you’re creating and who it’s for.

The content experience is how you deliver this content. It considers not just individual pieces of content and broader content strategies, but the entire user experience of your brand.

Curating a great content experience is about ensuring that needed content is delivered to the right people at the right time. Doing this builds brand trust and authority and ultimately increases conversions.

Why Content Experience Matters

Customers don’t always know what they’re looking for when researching solutions. You may capture the attention of someone from a Google search and then fail to convert them. It could be because your content was underwhelming. But it could also be that the user enjoyed your content, and appreciated it, but couldn’t easily find more.

A poor content experience means the user isn’t being recommended anything else that’s relevant to them, even if your site is filled to the brim with great information. The user simply doesn’t see it and instead clicks back to Google to find another link.

On the other hand, if your content experience is well designed, the user might come across another link to a relevant article on your website and click through to it.

Perhaps they spend some time on your website learning about your brand and product in a user-friendly way that doesn’t force them to engage in any way they don’t want to: you have videos if they prefer videos, blogs if they like to read, and most importantly, you gently suggest the right content based on a personalized profile you created in advance.

This is what a great content experience looks like, and it’s what you should strive for.

Prove You Know More Than Just One Thing

B2B buyers need content that doesn’t just address singular issues, but a broad stream of content that shows awareness of all their pain points and demonstrates that you know how to make their lives easier.

Your content experience is the management and philosophy behind the delivery of this content.

How to Create a Great Content Experience

Your content experience must be unique to your industry and company. It should even be personalized to individual buyers where possible. However, there are some universal principles that any great content experience should share.

Here are a few of those principles to help inspire your own content experience.

Start with a Content Audit

You should begin by taking a look at the content your marketing has already produced.

How well does each piece connect with the rest? Is there an overarching theme or message that pervades all pieces of content? If not, why not? Is it due to a lack of quality content, or perhaps a total lack of this kind of cohesiveness on the part of your whole marketing effort?

Knowing where you stand on these key issues will inform how you continue with the following steps.

Focus on Seamlessness

When we refer to a seamless experience, we’re talking about the way customers move through multiple pieces of content in a given session.

A customer may begin with a blog of yours they found on a SERP. Within that blog, there could be a link to a video on a related subject that actually is more closely related to what the user needs.

Alternatively, they could meet some microgated content that fills a similar need.

There is more art than science to the idea of seamlessness, but in general, it’s about minimizing the possibility of losing the customer’s attention once you’ve gained it.

Make Multi-Channel Content

Your content should be available in many formats.

Customers appreciate having multiple ways to engage with your brand. It also increases the odds of keeping their attention for longer because it reduces the odds they’ll become fatigued or bored with your content.

Personalize Content Whenever Possible

There’s a well-known public speaking dictum that states you should try and make eye contact with individuals even as you’re speaking to a large audience. It engages individuals and will make them feel like you’re speaking to them only.

The simple reality is that generic content is less engaging and less effective at converting target audiences. Your content should be personalized wherever possible to take advantage of the fact that people are eager to be heard.

Centralize Your Content

We recommend you set up a content hub.

Imagine going to Netflix and having to manually search for each movie or show you wanted to watch. It would be doable but cumbersome, and you’d miss the recommendations you’re currently given when you open up the app.

Your content hub should follow this example.

What is a Content Experience Platform?

A content experience platform like Hushly can make curating a great content experience easy.

Hushly believes ungated content captures higher quality and human-verified leads. We follow this data-driven philosophy with a simple platform focused on removing friction, personalizing content, and delivering this content on time to the right buyers.

You should never be done optimizing your content experience. There is always new content to show off and new customers to convert. Each new factor will require a fresh take on your overall content experience. This is something we understand instinctively, and we make it our mission to measure the performance of your content experience and optimize it with detailed analytics.

Great Content Needs Great Distribution

The challenge of creating high-quality and high-performing content regularly is immense.

It takes the dedication of many individuals and teams to produce relevant content that identifies customer needs and proposes solutions to them quickly and efficiently.

All of this effort could be for nothing if the content experience is lacking.

Users simply don’t have the attention spans necessary to wade through large catalogs of unorganized content. More importantly, they don’t have to. If your content experience isn’t cutting it, they’ll find a company that can manage theirs better to solve their problems.

Use the ideas in today’s blog to avoid this fate by curating a memorable content experience that will keep customers happy and coming back for more.

Take a look at Hushly’s eBook, Efficient Growth at Scale, for more information on how to manage your content experience.

Marketing Pillars of Efficient Growth at Scale

To create an efficient growth model you need to develop a repeatable, scalable motion. And know your ‘Why’. Why should your buyers care about your company? Why did you create this product and what problems does it solve? Understanding your ‘Why’ will be the catalyst to your entire go-to-market strategy. 

Luckily, marketers have started to see a shift in growth at all costs to efficient growth based on data-driven, scalable marketing. There are big trends in the market supporting this shift — most of which focus on how to drive predictable pipeline and revenue generation with the adoption of technology, data, and prioritization of the buyer’s experience.

Source: GTM Partners

The key to driving efficient growth is to orchestrate well-timed and personalized experiences that meet the needs of the prospective buyer – where they are in their journey – reduce friction and build relationships. There are two key marketing pillars required to drive efficient growth: content and experience. Read on to see exactly why without investment in these two areas it will be tough to develop a repeatable, scalable motion.

Pillar 1: Content 

66% of marketers
are devoting more budget and resources to content
this year than the last – according to HubSpot.

Content is more imperative than ever. And you need to have it for every stage of the buyer journey. But, your content can’t just be content for the sake of content. You need to establish the right message for the right people at each stage of the buyer’s journey that maps back to your “Why”. 

Gartner does a great job illustrating how complex the B2B buyer’s journey is and why you need to ensure you have the right content to answer questions across every channel and stage. In fact, the research found that customers who perceived the information they received from suppliers to be helpful were 2.8 times more likely to experience a high degree of purchase ease, and three times more likely to buy a bigger deal with less regret.

source: Gartner

There are three core components to developing a content strategy that drives efficient growth. 

Step 1: Identify topics and keywords

Understand what your audience cares about by looking at the data. What are they searching for at each stage that’s relevant to your “Why”. It’s really important to dig into keywords you are tracking and prioritizing. Your keywords will be used for several things like, capturing intent data, SEO strategy, and ultimately developing your content pillars. Remember the old adage “Crap-in, crap out”? Well it definitely holds true here, so take the time to get your keywords right!

  • What words, phrases etc. Start by thinking about what you’d seach for if you were one of your persona’s
  • Interview customers and talk to other people your company
  • Once you get a long list, do some research to see what you’re missing.

Step 2: Establish content pillars

Leveraging intent data provides great insight into what your target accounts are interested in, especially in relation to your product and solution offerings. If you don’t have an intent data provider, no problem! Go back to your keyword list and make some assumptions based on what you know. You could also try a free tool or Google Search Console to see what keywords users used to get to your website.

source: Hushly

Once you know your top keywords and topics you need to tie them back to your product and value prop and establish “Content Pillars” or themes.

source: Hushly

In this example, you can see that the organization offers B2B growth marketing solutions, and that their target accounts are showing intent for keywords such as ‘B2B Growth’ and ‘Marketing Growth.’ Do this exercise for your business and develop pillars that can support both your inbound and ABM strategies.

Step 3: Create a content matrix

Now that you have your content pillars you will need to map out the different types of content you need for each stage in the buyer’s journey, personas, and channels.

source: Hushly

Pro Tip: Most content can be turned into multiple formats with varying degrees
of depth according to the persona and stage in the buyers journey.

Hopefully, you have existing content ou can leverage, but now is a good time to inventory what you have and find the gaps you have. A lot of businesses tend to have more top of funnel content but not enough for the mid and bottom of funnel. 

The best thing about having a content matrix is when you are planning marketing campaigns you can easily pull it up to see what you have to leverage and where you need to make more investments. 

Pillar 2: Experience 

“To put it bluntly, if a buyer doesn’t like the way you
interact with them, they will go somewhere else.”
– Sangram Vajre, Founder at GTM Partners

Every step in your buyer’s journey is an opportunity to delight your prospects and make doing business with you a pleasure. That’s why it’s so important to examine each step and think about how you can better enable your buyers. Where are the points of friction and how can you alleviate them? Make every interaction

purposeful and as frictionless as possible!

The best way to understand what experiences you need is to map the content you have to the touchpoints and channels you plan to deliver it on. This should allow you to easily identify what experience you need to build.

source: Hushly

Then from there, you should look to the following areas to improve the experience.

  1. Use intent data.
    In order to understand what your audience is looking for and what buying stage they are in you need to know what they are doing behind the scenes. 
  2. Inspect what you expect.
    All of your paid and earned channels should be driving your audience to your website. Evaluate what your audience is seeing when they get there.
  3. Create dynamic landing pages.
    Using the content matrix and taxonomy you developed plus advanced technology like Hushly, you can dynamically serve up a content experience that is highly relevant to your audience.
  4. Ungate content & utilize smart forms.
    These days, most of your content should be UNgated! Be sure to consider the type of content you are publishing before putting it behind a form. If you do have to use a form don’t ask for information you don’t need. 
  5. Be sticky!
    After you’ve done all the hard work of getting someone to your landing page keep them there! Perscribe content to read next and answer questions on the spot with live chat. Make sure people are finding what they are looking for and more when they are there.

We know it can be intimidating to put together an experience that is both repeatable and scalable. The good news is, there is technology and data to support us in making it happen. As we think about the buying experience, we like to design always-on programs that are in sync with your buyers needs. 

It is our job as marketers and sales teams to meet potential buyers where they are in their journey with helpful, relevant information. Leverage content and reduce friction to make it easy for buyers to discover what they need to make an informed buying decision.

source: Hushly ABM Experience

By leveraging tools like Demandbase, RollWorks, 6Sense Zoominfo or Bombora for intent data and buyer experience and conversion platforms like Hushly you can dynamically personalize your website, ABM pages, and campaign destinations in real-time. You can personalize things like:

  • Showing target account logos
  • Copy and graphics
  • Videos 
  • Swap out content by persona, account, industry, etc.
  • Providing the right account reps contact info
  • Messaging by stage of the journey

Investing in the experience does require the right resources and technology. But once you have it in place, you really can build a single page and scale it to thousands of your target accounts. This is really where you start to see efficiencies in your marketing efforts. 

Pulling it all together

Using the right technology coupled with a strong content strategy allows you to create a relevant, and scalable content

experience that will both educate and move prospects along in the buyer’s journey faster and more efficiently.

Without a content strategy and the right technology, the chances of a disconnected and inconsistent experience are high. However, when creating a content strategy, the tendency of many businesses is to create a lot of content and put it all out there (behind a gate) for prospects to consume after they give you their contact information.  And then send a BDR, or Sales Executive after them to try and get a meeting. This experience creates low conversion rates, missed revenue targets, and poor brand perception.

Increasingly, we are learning that prospects are looking to simply figure out how to do things better, and get results. They buy products with the result in mind. They do research to uncover what their options are and how they work. They are pulled in many directions so when it’s hard to find what they are looking for they will bounce and go somewhere else.

Marketing teams that create meaningful, personalized content experiences, in a repeatable, scalable way – will win the hearts, minds, and wallets of the customer. It’s time to create a better buying experience in the name of efficient growth!