The evolution of content marketing as a discipline has made content creation a core marketing function. At the top of the sales funnel, effective presentations and web site content generate leads and build awareness. Farther along in the buyer’s journey, finely tailored content such as case studies and white papers can help specific buyer personas build consensus for adoption of a vendor’s solution – shortening sales cycles and increasing the likelihood of a successful close.
That’s the ideal. The reality is that a lack of marketing and sales alignment often creates barriers to successful content marketing.
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