Certain types of content, and certain types of media, arguably are "best" in various phases of a customer buying cycle. Articles, videos, infographics and other general sorts of content are best early in the cycle, before prospects actually begin an active buying process.
Webinars and white papers arguably will be more useful a bit further into the process, when users are actively conducting research.
Case studies and analyst studies probably get used when prospects are actively researching particular suppliers.
JESS3 partnered with Eloqua one year ago to create the "Content Grid," a depiction of how content types match up with phases of a buying cycle.
The latest grid illustrates the role content plays in helping brands meet business objectives and buyers reach their individual goals.
The latest version of the grid outlines the connection between content type and distribution channels, matching content to the buyer’s stage in the purchase process, equipping marketers with key performance indicators for each type of content.
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