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Everyone is talking about the role of content marketing in 2015, but with an overwhelming amount of possibilities for content, where should you start? And how will you know if you’ve been successful? The Content Marketing Institute offers a variety of guides to help you hone your strategy, but the best place to start is with their content marketing framework. You can read the full presentation on their site, but below is an abbreviated version of their seven part framework:

Let’s talk about content.

If you own a B2B business, you’ve likely considered blogging as a way to bring new traffic to your site. Regularly blogging about topics that are important to your target market will not only bring relevant traffic and leads to your website, but it will allow you to fully utilize your site as a resource for educating your prospects and help you establish yourself as a thought leader within your industry.

What is the buyer’s journey? The term "buyer's journey" describes the research process that a lead, or potential buyer, goes through before becoming a customer. There are three distinct stages in the journey: the awareness stage, the consideration stage, and the decision stage. As marketers, we always want to try to cater our messaging and strategies to prospects based on their place within the buyer’s journey.

The post below was originally features on WorkIt Richmond, a weekly publication for business owners and managers in Central Virginia.