Matthew Grant, Director of Content Strategy at Aberdeen Group, joins the Content Pros Podcast to discuss the power of third party content to engage, convert, and keep customers.

 

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip: Flip the Switch
• ClearVoice
• Convince & Convert: The Business of Story

 

In This Episode

• Why convincing content means sourcing it from outside your company
• The power of surveys in curating relevant content
• How content more often leads to identifying where a buyer is in their journey instead of pushing them along the funnel
• Why finding out what your customers consider valuable is easy yet rarely done

 

Resources

• Matthew Grant on Twitter: @MattTGrant
• Aberdeen Group
• MarketingProfs B2B Forum 2016

 

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