The traditional mindset is that content marketing is only content creation. Then what? What do you do with all that material? Marketers should learn that content is only a starting point and should not end with the push of a publish button. The 3 best content marketing practices are those that help your business become a lead:
Before you allocate further investment for content, have a list of your existing inventory to see what you can iterate on – be it webinars, white papers, podcasts, playbooks, email campaigns, e-books or more. You regularly identify throughout this exercise that you have more content than anticipated.
If you have to move your customers around, you need to give them a purpose. Your content should fuel inbound marketing and satisfy customers’ desires through the buyer’s journey. Research what content is using the most to dive into your marketing information. And what activities are riding pleasant ROI also matters.
Do not leave your sales and business development groups to search aimlessly at Google to find out what the corporation’s content material assets already are. Your content should be easily accessible and shared. It is up to marketers to ensure that the material is being used for moving prospects in addition to the funnel. In order to understand whether the content material will preserve to further the buyer’s interest, marketers must include individuals from different groups within the process.