There are several definitions of content marketing. The definition supplied by the Content Marketing Institute (CMI) is “Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing customer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.” (https://contentmarketinginstitute.com)
There is nothing new about creating relevant and valuable content intended to change customer behavior. What is new is recognizing that it is an ongoing process. Constantly, new prospects are searching online to inform and influence their purchasing decisions (for example Google has more than 3.5 billion searches every day). You should use content marketing to attract and nurture your prospects and deploy a marketing automation platform to do it in an efficient and structured manner. This will significantly lift the value of your content marketing efforts.
Join a briefing
We regularly host 2-hour morning briefings on lead generation, content marketing and marketing automation.
Content marketing costs
less than traditional marketing and generates about 3 times as many leads.
of CMOs believe custom content is the future of marketing.
of companies say converti their top priority.
Conversion rates are nearly
are better at closing deals when sales and marketing are in sync.
The demand for infographics
in the past year.
Content Marketing strategy
Content marketing should always support the customer’s decision-making process and move them further down through the buying funnel. Ideally your content should be targeted at the personas that are important to the buying process and its distinct phases:
A content marketing strategy starts with mapping your current content to personas and buying phases. We recommend that as a minimum you have content aimed at the Technical Decision Maker (TDM) and the Business Decision Maker (BDM). Participate in our morning briefing about content marketing. See more >
See what we can do for you
Our experienced content team can help deliver new content or tweak existing content:
Lead generation content
Thought leadership content
Content Marketing packages:
Light. Medium. Comprehensive.
Deciding on the right level of content marketing will vary based on content strategy, number of platforms, personas, publishing plan, cadence and more. Based on your needs, we will jointly review the most optimal content package tailored to your content and lead generation goals.
Build, drive and expand from one platform
Attract, capture, nurture, win and retain customers from one platform
Leading marketing teams are capable of delivering and sustaining marketing value to their organizations. The proficient adoption and use of marketing automation is a cornerstone for high performing marketing and sales teams – whether large or small. See more >
More marketing – less sales
It is an established fact that the customer journey in B2B is digital and that the customer goes a very long way (some say up to 80%) before he or she even wants to talk to a sales person. This process is not linear – tends to be fairly unstructured and highly individual involving all digital platforms including social media. See more >