Content marketing is an effective tool companies can use to promote themselves as experts and lead prospects through the buying cycle. 

To plan out a killer content strategy, you need to focus on two vital components:

  1. Timing - your content needs to reach prospects at the right time to match their stage in the buying cycle. Aim for softer, more exploratory content during the discovery phase and business benefits and more sale-led content towards the evaluation stage.
  2. Medium - some people like the detail of a whitepaper whilst others prefer to scan the key facts in an infographic or short blog post. Be sure to re-purpose your content into multiple formats to reach your maximum potential audience. 

It goes without saying that the topic of the content should be engaging. But planning out your communication cadence and delivering content in the right formats is essential in ensuring your content performs.