That’s a tricky question. Why? Because how long it takes to convert people to customers depends on a big variable – your product’s sales cycle. Sales cycle length is unique to your company, your customers, and your products. Generally, content marketing takes 1 to 2 years, plus or minus, to show its full effects. The […]
“How do you connect content marketing to revenue?”
To clearly connect content marketing to revenue, take 4 steps: Prove the effectiveness of content marketing by ring-fencing one specific market where the only marketing is content marketing. Before you create any content, find out which content buyers need the most through buyer persona research. Point all rented, paid and earned content to the content […]
“Content marketing is ongoing – how do you sustain momentum?”
To sustain momentum in content marketing: Understand what buyers need and want. Build an audience-centric content calendar. Add other people’s voices. 1. Understand what buyers need and want Content marketing is driven by the needs of your audience, not by the needs of your brand. That sounds simple but putting it into practice bedevils marketers. […]
How do you develop a successful content marketing program in an organization?
To develop a successful content marketing program: Avoid over-reliance on an agency “black box.” Pinpoint the exact problems buyers are trying to solve. Collaborate with stakeholders to co-create a mission, strategy, and message. Here’s what I’ve learned from working with over 100 clients in content marketing workshops over the past 3 years: Most clients are […]
How to help subject matter experts (SMEs) understand the need for content marketing?
To help SMEs understand content marketing, start with one idea. There are only 2 kinds of pages on the Internet, as Andy Crestodina observes – selling and information pages. That’s a crucial distinction. Content marketing is all about creating great information pages that lead gracefully to selling pages. Help SMEs understand content marketing, so […]
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