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The classic portal for funnel entry has always been<br />
advertising. But even that no longer really stands.<br />
The meteoric force igniting the top of the B2B funnel<br />
these days is content marketing.<br />
That’s why every brand worth its salt has jumped into the content game by<br />
producing videos, blog posts, white papers and case studies, then peppering<br />
them across every channel.<br />
It’s not hard to see why, either; content positions brands as thought<br />
leaders while selling product, thereby cultivating loyalty and assisting<br />
buyers.<br />
Despite these manifold rewards, the rise of content marketing has presented<br />
an enormous challenge for marketers. Some focus on quantity, churning out a<br />
stream of fluff pieces; some write for SEO purposes, or even just to try to sound<br />
clever and look cool.<br />
7 CHAPTER 01 The Art of the Story TOP OF FUNNEL<br />
monstersoffunnel.com
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