The top of the funnel is a lot like rock ‘n’ roll itself: you’ve got to give the people what they want. And, really, that’s what content marketing is all about. Brands either get this, or they don’t.
Pretend you’re fronting a rock band: would you rather be the band that is known for taking audience requests and jamming out with the crowd? Or the guys who insist on sticking to a rigid, predictable setlist each night?
We produced the Monsters of Funnel eBook for savvy marketers. And savvy marketers know that they have to produce content that is interesting, above all else. In this excerpt from the eBook, Jason Miller, Global Content Leader at LinkedIn, makes the connection:
The classic portal for funnel entry has always been advertising. But even that no longer really stands. The meteoric force igniting the top of the B2B funnel these days is content marketing. That’s why every brand worth its salt has jumped into the content game by producing videos, blog posts, white papers and case studies and peppering them across every channel. It’s not hard to see why, either; content positions brands as thought leaders while selling product, thereby cultivating loyalty and assisting buyers.
Despite these manifold rewards, the rise of content marketing has presented an enormous challenge for marketers. Some focus on quantity, churning out a stream of fluff pieces; some write for SEO purposes, or even just to try to sound clever and look cool. Savvier teams prioritize the creation of high-quality assets. Yet, almost all of them struggle to truly capture buyer attention.
Why is this so difficult to accomplish? In a nutshell: content has to actually be interesting. Anyone with basic industry knowledge can create an asset that’s informative and educational. But given the near relentless tidal wave of content that washes into a buyer’s inbox or social feed every day, only the truly interesting content will get read.
This just scratches the surface of Jason’s killer insights, into why all brands should be producing interesting content that converts.
For much more, and to crank your sales funnel up to 11, click here to download the Monsters of Funnel eBook.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.