The industry wide problem
This shows us that a lot of marketing organizations have a disconnect when it comes to using content to appeal to all stages of the buyer’s journey and fill up their content funnel.
Now what’s happening is people are scrolling through their Facebook feed at a rate like never before, creating disappearing videos, talking to search engines because they don’t want to type, and ignoring your advertising messages.
So what are you going to do about it? Create another run-of-the-mill blog post? Ramp up your ad spend so it’s impossible to drown out your message?
No, because that’s money not well spent. Now despite their seeming lack of interest, your customers are still looking for information. They are already 57% of the way through the purchase process before they contact you. Which means they want to be educated, engaged, and guided – without being “sold to.” The problem? 60% of content marketers struggle to create informational content that’s engaging.