3. Valuable Content is the New Billboard
With buyers having more access to information than ever, your marketing efforts should focus on engaging them with helpful content. This becomes even more important when you consider that modern buyers have found ways to tune out traditional marketing methods. Interruptive ads, cold calls, and email blasts are no match for DVR, call screening, and email filtering, so businesses need to focus on owning content online that your audience actually wants to consume. Evernote does a great job of this on their blog by sharing helpful, valuable posts about their industry and products making their business a resource for buyers.