According to statistics from Content Marketing Institute, 70 percent of B2B marketers plan to create more content in 2017 compared to 2016. This is a great step towards the right direction but how do you know what type of content your customers actually need?
Most content marketing efforts yield little or no ROI because the content was created without the customers’ feedback or a good understanding of the target customer. Understanding your customers’ content needs require soliciting feedback from your target or present customer, monitoring social media for trends and conversations and monitoring website analytics. Finally using search queries and related search queries customers punch into search engines.