The fifth and last in a series of five content marketing questions any communications strategist should answer:
5. Have you created a pathway for further action?
In B2B marketing, the whole point of content is to move prospects further along the sales pipeline. But in order to create movement, you have to give prospects something to move to — a meaningful “next step” at the conclusion of every piece of content. Plan ahead. After prospects have read an article, is there a white paper or ebook they can download? When they reach your ebook’s conclusion, is there an invitation to a webinar or an online demo? Once they’ve participated in an event, is there an opportunity to speak to an expert one-on-one? Each step should mean a greater delivery of value on your part — and for the prospect, a deepening engagement with you.