HOW TO: Develop an effective content marketing programme

In recent years we've seen a fundamental shift in the dynamics of buyer-vendor interaction. Buyers are becoming increasingly more self-directed. They are using a broader mix of online channels and their purchase decisions are incorporating more peer input than ever before.

Whether we like it or not, we've moved towards a buyer-oriented, anticipatory and dialogue-based mindset and we as marketers need to adapt.

It is therefore crucial for us to look at the way we rationalise our content. We need to start asking the question, "What content should exist in a given medium at a given time, based on the dialogue we should be having with a buyer?"