Content has become the foundation for so many of your most critical marketing tasks. If it’s not effective enough, things like demand generation, mid-funnel engagement, account-based marketing, and top-of-funnel lead generation will suffer. But consistently creating quality content for every stage of the buyer’s journey is easier said than done—and there’s new research that shows
Reflecting on a coaching session today, my client was finding it a real challenge to support their value proposition and desired market positioning with value messaging, i.e. messaging focused on meeting and exceeding what their target customer will value. Everything that had been drafted had slipped into product or service features and benefits. The consequence?