Welcome!

Blog Feed Post

Demand Generation and Content Marketing: A Match Made in B2B Heaven

Content marketing is indisputably hot. Over the last few months, I’ve presented to a wide variety of groups about content marketing — Content Marketing World attendees, marketing directors, Salesforce.com users, and college students, to name a few. In all of these sessions, one thing stands out: We’re finally turning the corner on the way marketers approach content marketing. As opposed to treating it like just another tactic, most people now recognize that content marketing represents an approach that touches every facet of marketing.

Content strategy planning wheel

While this may seem intuitive, I’ve been predicting (and waiting for) this shift in mindset for a couple of years now, and am glad to see it take root. What is still less widely acknowledged, and what is the focus of our webinar this Wednesday, is that content marketing is a key driver of demand generation. As such, it plays a vital role in your 2014 demand generation plan.

Want to find out more about how modern marketing, content, and demand generation work together? Sign up for our webinar, “Using Content Marketing to Fuel Your Demand Generation Engine,” on Wed., Dec. 11 from 2 to 3 p.m. EST.

Why? The ultimate goal of demand generation may be revenue, but the aim of the content side of your demand generation plan should be to educate, inform, entertain, and inspire. When this happens, your content fuels brand awareness, which fuels interest in your B2B or B2C services, which fuels acquisition and retention, and so on. You get my point. Content drives sales, but only when executed well and guided by strategy.

What does this mean for modern marketers? With this shift to a more holistic, data-driven approach, the modern marketer and modern marketing department have to adjust. Marketers are no longer responsible for just brand building, making sure the trade show booth looks good, and generating the occasional lead, but for the following activities:

  • Brand building (this doesn’t go away).
  • Making buyers aware that they have a problem they may not know they have. For example, my current provider doesn’t do X, Y, and Z for me but should, or maybe I never knew I even needed a service that does A, B, and C until I read this remarkable content.
  • Educating buyers on what that problem actually is, and why it warrants taking action to remedy.
  • Making buyers aware of a better solution that your company just happens to provide.
  • Generating and qualifying leads for sales readiness either manually or, more frequently, with the assistance of automation tools and lead scoring systems.
  • Segmenting leads based on perceived interest, intent, and sales-readiness.
  • Nurturing leads until they are sales ready.
  • Delivering more qualified leads to sales. (Even if there are fewer total leads touched by sales, those leads they do touch are more ready to buy and likely to close.)
  • Nurturing leads that have not yet bought from sales.
  • Nurturing leads that have bought, whether through cross-sell, upsell, retain, and/or buy again.

What do these areas have in common? You can’t do any of them without content — content targeted to your buyers, content targeted to your customers, and content that’s not just about your brand.

Does your marketing plan address that? If not, you’ve got some work to do. As the numbers bear out in the latest report by the Content Marketing Institute, content marketing starts with (and relies on) a solid strategy. Consider: Eighty-four percent of marketers who say they are ineffective at content marketing report having no documented strategy. B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66 percent vs. 11 percent).

Modern marketing is complex, and content is an essential cog in your demand generation and sales wheel. Today’s buyers expect and make decisions based on the content you put out. Nail your content marketing strategy, keep your finger on the pulse (i.e., the data) of your interactions, and fine-tune it as needed. Learn more in our webinar, “Using Content Marketing to Fuel Your Demand Generation Engine.”

Need help with your content marketing plan? Contact us to see if we might be able to help you.

Read the original blog entry...

More Stories By Will Davis

Right Source Marketing helps organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Latest Stories
"We are an IT services solution provider and we sell software to support those solutions. Our focus and key areas are around security, enterprise monitoring, and continuous delivery optimization," noted John Balsavage, President of A&I Solutions, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"DivvyCloud as a company set out to help customers automate solutions to the most common cloud problems," noted Jeremy Snyder, VP of Business Development at DivvyCloud, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We provide IoT solutions. We provide the most compatible solutions for many applications. Our solutions are industry agnostic and also protocol agnostic," explained Richard Han, Head of Sales and Marketing and Engineering at Systena America, in this SYS-CON.tv interview at @ThingsExpo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We want to show that our solution is far less expensive with a much better total cost of ownership so we announced several key features. One is called geo-distributed erasure coding, another is support for KVM and we introduced a new capability called Multi-Part," explained Tim Desai, Senior Product Marketing Manager at Hitachi Data Systems, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
There is a huge demand for responsive, real-time mobile and web experiences, but current architectural patterns do not easily accommodate applications that respond to events in real time. Common solutions using message queues or HTTP long-polling quickly lead to resiliency, scalability and development velocity challenges. In his session at 21st Cloud Expo, Ryland Degnan, a Senior Software Engineer on the Netflix Edge Platform team, will discuss how by leveraging a reactive stream-based protocol,...
SYS-CON Events announced today that Calligo, an innovative cloud service provider offering mid-sized companies the highest levels of data privacy and security, has been named "Bronze Sponsor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalised support service from its globally located cloud plat...
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to w...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
"The Striim platform is a full end-to-end streaming integration and analytics platform that is middleware that covers a lot of different use cases," explained Steve Wilkes, Founder and CTO at Striim, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"With Digital Experience Monitoring what used to be a simple visit to a web page has exploded into app on phones, data from social media feeds, competitive benchmarking - these are all components that are only available because of some type of digital asset," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
Kubernetes is an open source system for automating deployment, scaling, and management of containerized applications. Kubernetes was originally built by Google, leveraging years of experience with managing container workloads, and is now a Cloud Native Compute Foundation (CNCF) project. Kubernetes has been widely adopted by the community, supported on all major public and private cloud providers, and is gaining rapid adoption in enterprises. However, Kubernetes may seem intimidating and complex ...
"Outscale was founded in 2010, is based in France, is a strategic partner to Dassault Systémes and has done quite a bit of work with divisions of Dassault," explained Jackie Funk, Digital Marketing exec at Outscale, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.