Taking content seriously as a marketing tool

Habegger, Jay
October 2004
B to B;10/11/2004, Vol. 89 Issue 11, p11
The article reports that the B-to-b marketing professionals, including those in the technology industry, routinely rate content-driven activities, such as their Web site, Webcasts and white papers, as their most effective means of generating qualified sales leads. Yet these activities currently represent less than 25% of their total marketing spend-about the same portion allocated to the least effective lead-generation tools. A content strategy puts the emphasis on the content instead of focusing exclusively on the marketing delivery vehicles that disseminate it. A content strategy places the emphasis in the right place by concentrating on prospects or customers and their content and information needs. Here's how technology marketers, for instance, apply a content matrix and a content marketing methodology: They create content that meets the information needs of specific prospect groups, such as CIOs or IT professionals, at different points in the buying cycle. Technology marketers are now discovering the use of a content strategy and content marketing are powerful methods for acquiring and nurturing contacts, which in turn become valuable qualified sales leads in the IT enterprise-buying cycle.


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