Blog

The truth hurts. Your customers aren’t interested in your products in and of themselves. They are going to buy your product or service because of the ability it gives them to solve problems. Content marketing is a way to stop selling—and start telling the story around how your company is their solution. Content marketing starts with thought leadership. It’s about introducing thoughtful theories, game-changing ideas and meaningful perspective—instead of leading with product details.

We helped Badgley Phelps, a 50-year-old wealth management firm in Seattle, rebrand with a new website and fresh look. Their goal was to modernize and better reach a younger target audience while still engaging with existing clients.

Marketers like to talk about “compelling” content, but when it comes to getting your audiences to take action, what does that mean? We took a look at the hard numbers on our own blog and offer the following practical tips for writing blog headlines and calls-to-action that get views, clicks and leads.

Buyers are increasingly controlling the sales cycle, with 74% of business buyers conducting more than half of their research online before making an offline purchase (Forrester Research). With marketing now owning a larger piece of the lead-to-revenue cycle, business marketers need to find ways to engage with buyers through more of the buyer’s journey, and therefore, boost sales every step of the way.