There’s no one right way to create and deliver your content, but thinking about the purpose of your content through the lenses of intent, information, and interaction can improve your audience’s experience while supporting business and marketing goals.

Creating the right content for different stages of the customer journey is a perpetual challenge for B2B content marketers. See why you need to think outside the funnel and take a more nuanced view of your customer’s needs.

As a gardener, I’ve learned that the secret to a beautiful mixed border or container planting is to assemble just the right combination of thrillers, fillers and spillers. The same is true for your B2B content marketing strategy.