As we wrote in Lead Gen: Marketing That Sells, content marketing is one of the essential “bricks” of a good lead generation campaign. If you aren’t engaging in content marketing, you have untapped value residing in your organization. Why? Your organization’s knowledge and experience are your most valuable assets. They are already driving your business. Let them push you a little further.
What is content marketing?
A common buzzword among marketers, the term “content marketing” is the practice of using meaningful, relevant content in the form of blogs, thought leadership articles, case studies, etc. to attract and engage potential customers and drive warm leads to your sales team. Content should be driven by what potential and current customers are interested in learning – not features and benefits.
Why? Today’s buyers are more educated than ever before. When they have a pain point, they know they can look to the web for solutions. Someone, somewhere will have the answer. If that pain point falls within your area of expertise, that “someone” might as well be you. Read More