When it comes to content marketing, many business owners make the mistake of creating general content that doesn’t address the specific needs of buyers about to purchase.

Pamela Wilson, Chief Marketing Officer at Dental Claims Support, makes sure the company’s content answers the kinds of questions prospective buyers are asking just before they’re ready to buy.

“There’s nothing wrong with answering those [general] questions, but if you never get beyond that, you end up getting a lot of people who are tire kickers,” she says. “They’re just trying to learn more, but they’re not actually trying to buy.”

How do you go beyond basic? Get into the head of someone becoming aware of your solution. Think about what buyers ask as they go through the process of deciding whether they want to invest in your product or service. 

On this episode of the Be a Marketer Podcast, host Dave Charest, Director of Small Business Success at Constant Contact, talks to Pamela about creating more than just basic content. She shares setting her team up for success by scheduling creative time, having standard operating procedures in place, and finding the best generative AI tool for writers.

👉 Pamela’s book “Master Content Marketing”

👉 Pamela’s book “Master Content Strategy”

☕ What she does: Pamela is the Chief Marketing Officer at Dental Claims Support, an end-to-end revenue cycle management company in the dental industry. She’s also written two books on content marketing.

💡 Key quote: “I have a very low tolerance for boredom. And there has not been one boring day in the CMO position.”

👋 Where to find her: LinkedIn | Website

👋 Where to find Dental Claims Support: Website | LinkedIn | Twitter | Instagram | YouTube | Facebook