Like. Trust. Buy.
It’s one of the most commonly used phrases in B2B sales training and philosophy.
The whole concept is that buyers must like and trust you first in order for a sale to take place. For so long, the responsibility for this has fallen primarily on the sales professional to establish these feelings.
With content marketing, that’s beginning to change.
Content marketing done correctly is how the modern buyer comes to know, like and trust you… and begin the buying process. Video content, helpful blog posts, buyer’s guides, etc all help establish the necessary for a B2B sale.
When creating your sales and marketing strategy, I recommend looking at content under the lens of like, trust, buy.