Fill The Needs Of The Entire Funnel

NetLine found that 92 percent of all IT marketers implemented content strategies aimed at the top of the target market funnel, or those that are closest to buying. Meanwhile, 6 percent of marketers aimed at the middle of the funnel and the remaining 2 percent focused on the bottom.

But rather than just focus on the top, marketers should offer "supplemental content" that addresses the needs of IT professionals who are focused on more decision-oriented topics. "A balanced campaign will provide content for all stages within the funnel," NetLine wrote. "The majority of professionals engaging with your content will be net-new and at all stages in the buyers' journey."