The difference between yesterday’s marketing vs. modern marketing primarily resides in the time, energy, effort and budget spent between the top, middle and bottom of the buyer’s journey.
In yesterday’s marketing all brands indeed produced content. However, the priorities on content production and distribution looked more like an “upside down funnel”. Which is exactly the opposite of what the buyer’s journey looks like.
Here is the deck presented today at Content Marketing Association’s Webinar Series – what a buyer’s journey is and why it is so important to focus on the different phases of the journey when you build your marketing/content marketing strategy.