Are You a Product Marketer or a Demand Marketer?

When most B2B companies think about content they think about blogs, ebooks, and webinars. Social media posts are sprinkled on top and in most cases not even grouped into the company's content strategy. The problem with that is it's not customer-centric. Buyers spend time on social media, in communities, and building relationships with peers in their industry they can trust. They're no longer finding blog content from a google search, signing up for your newsletter, and downloading all your ebooks before buying. In 2022, buyers are asking their networks for advice or buying from the companies that provide value every day without pestering them. So how to get in front of buyers in 2022? The answer is a dark social content strategy that's optimized to educate and attract buyers over time in a non-intrusive format that they're interested in consuming. In this episode, Chris talks about what that looks like and how you can get started building it.