My monthly column for Biznology is up and you may want to have a look. The subject: Content marketing and your buying cycle.
In a nutshell, I’ve outlined the importance of tailoring content not only to your audience’s roles, responsibilities and (of course) pain points, but also to where they are in the buying cycle. Just like you can’t ask someone to marry you on your first date, the kind of content you present has to match your prospect’s knowledge about the subject and the commitment they are ready to make to learning more.
Enjoy the read, and let me know what you think.