Don't act like an incumbent, be like a startup

As a marketer for a large corporation, chances are that much of the company doesn't really understand what you do. Your marketing has become stale, you're churning out collateral people probably don't look at and you have no way to prove your value.

While its not uncommon, it sure can 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 analytical prowess and tie your work 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

With 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. Therefore, 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. To create truly valuable content will require resources from throughout the organisation.

The right tools for the right job

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

Content marketing involves using a plethora of search, display and social channels as well as traditional channels to distribute content. It is also recommended that you make use of marketing technology such as automation to track success and tie leads generate through content marketing (and your various other marketing channels) to actual sales.

Growing the funnel

Its not just about connecting marketing with a sale. Its also about being able to see at any point in time how many people are at each stage of the buying cycle and where these are from. This sort of system needs to eat, and its food of choice is content.

Its a commitment, not a campaign

Focusing on building relationships and ongoing sales, content marketing is a process of incremental additions. This means you don't need to worry about spreading your budget thin or focusing your resources in one large 'campaign sweep'. The new age of marketing is all about long term quality, not short term gain.

To learn more about how to implement content marketing into an existing marketing strategy, download the eBook '?????' .


This eBook will teach you everything you need to know about using content marketing to transform your marketing strategy.