Successful marketing drives revenue growth using a mix of traditional and digital strategies. Traditional marketing channels include trade shows, magazine advertising, direct mail and outbound calling. These are sound techniques, but to reach your business goals you should also develop a series of tactics that utilize digital platforms.

The key to any marketing strategy is the extent to which you can identify and define your ideal client. Once identified, you can then tailor your marketing efforts to reach them where and when they seek a solution. The last step is to provide information convincing customers that you can deliver a valuable solution. There are many different ways to provide that information (traditionally, digitally or face to face with salespeople), but the method of delivery doesn’t change the goal.

The key area of overlap between inbound digital marketing and traditional marketing is content. Think of content as the fuel used to power a website. Search engines like fresh, relevant content such as blogs, updated site pages or social media publishing. Generally speaking, the more focused the content, the better your ranking on search engines.

But content is only the beginning of the process. Most companies put up a false barrier between the marketing department’s use of content, the sales team and the buying process. Put yourself in the buyer’s shoes. The proliferation of information (content) means that buyers now control the buying process: They can self-educate and regulate how often salespeople influence the process. Salespeople can no longer add value just by communicating specifications and features. Buyers expect to get this information from your digital marketing.

A recent study by the Earnest Agency, an advertising agency, showed that 90 percent of B2B buyers searched online for information about a product or company prior to engaging with a salesperson. Another Earnest Agency survey showed that for purchases over $10,000, 70 percent of buyers read at least four pieces of content before they make a decision. Prospects are researching your company before you even know about their need or opportunity. So you need to put out content that your prospects can find, be won over by and engage with.

Content is simply information that prospects are interested in consuming. Examples include white papers, blog posts, demonstration videos, webinars, surveys, checklists, photos, testimonials, case studies, ROI analysis and technical updates. The key to connecting digital marketing and traditional marketing is to map the content to the appropriate stage in the buying cycle.