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Stat of the Month

If it’s Friday, it must be my day to create some content. Marketers are busy planning, creating, optimizing, and analyzing, and for many of us, creating content is just one of many things on our to-do lists.

We’ve all seen the stats that reveal B2B marketers are spending more time, budget, energy, happy hours, hackathons, and puppy time on content. But to what end? It’s great to have that fabulous piece of content to attract readers (or more often than not, downloaders), but what happens next?

Those big download numbers you’ve been getting don’t count for much. And if you are being honest, you, your team, and your boss already know that. Most of those people are not ready to have a sales conversation. Many of them are not even interested in your products or solutions.

That’s where lead nurturing comes in.

The Truth About How Content Converts

68% of B2B marketers say that increasing conversion rate is their leading objective for lead nurturing, according to a December 2015 study by Ascend2. That means marketers want more people who download their content to become marketing qualified leads.

For some of those prospects, it is never going to happen. They may love your content, they may read it and even share it, but they just don’t fit your profile of ideal customer. You can segment them as “content advocates” and keep feeding them your content, but don’t expect them to ever convert.

But for many of these prospects, it’s just the timing that’s wrong. They could be the right person at the right company, but they are just not ready to have that dreaded conversation with an inside sales person. This is why so much of the buyer’s journey is n…

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