Act like a startup

As a marketer for a large company, chances are that many people in your organisation don't really understand what you do. You may feel that your marketing has become stale, that you're churning out collateral no one's looking at and that you have no way to prove your value.

While it's not uncommon, it can definitely be frustrating. With the rise of data-driven content marketing, especially for B2B companies, and technologies such as marketing automation  - you finally have the chance to prove your worth and show how your work impacts the bottom line.

61% of B2B marketers send all leads directly to sales. However, only 27% of those leads will be qualified.
— MarketingSherpa

The new world

In a market flooded with competitors, buyers have become numb to traditional advertising. Companies have started to turn to content marketing, which aims to educate and create a deeper relationship with visitors, to bring in leads and generate sustainable demand.

Building a solid foundation

The production of content for content marketing is an investment. Before drawing up a strategy, it pays to know who and what you have to work with - so that all stakeholders' interests are aligned as early as possible. Creating truly valuable content draws on resources from throughout the organisation.

The right tools for the job

The production of content is only one piece of the puzzle - you also need to get it to the right people and track its effectiveness, allowing you to show the contribution marketing is making to the overall objectives of the company.

Content marketing involves using a combination of search, display and social channels as well as traditional channels to distribute content. Marketing automation technology lets you track success by tying leads generated through content marketing (and your various other marketing channels) to actual sales.

Growing the funnel

It's not just about connecting marketing activity with a sale. It's about being able to see, at any point in time, how many people are at each stage of the buying cycle and where they came from. To grow your funnel of prospective buyers you need to feed them, and increasingly their food of choice is insightful, relevant content.

A commitment, not a campaign

Content marketing focuses on building relationships, so it's about making consistent, incremental additions as opposed to a 'big bang'. The good news is, it doesn't require you to have a big budget or to pour all your resources into a single 'campaign sweep'. The new age of marketing is all about making a long term commitment that results in ongoing sales.

Learn more about how to integrate content marketing into your existing marketing strategy.


This eBook explains how to use content marketing to transform your marketing strategy.

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