|By Mike Sweeney||
|October 18, 2012 02:28 PM EDT||
On a conference call with a prospective client earlier this week, I found myself diagramming our “marketing wheel,” which displays the universe of marketing tactics, all of which should be driven by the center of that universe—a cohesive marketing strategy (see my very sophisticated artwork below).
To complete the wheel, I surrounded the entire diagram with content, in an attempt to illustrate that content impacts every single piece of a company’s marketing strategy.
The diagram served its purpose; however, I realized something important upon reflecting on the call. I had understated the full value of content marketing, and in particular some of the less obvious benefits it can provide.
Most of the hype surrounding content marketing is focused on its impact on lead generation, lead nurturing and ultimately revenue generation. However, those are just starting points—important ones, but just starting points. Here are 7 other not-so-obvious areas that benefit from a well-executed content marketing program.
Content marketing impacts every stage of the recruiting funnel.
Is recruiting all that different from sales? Does the process of courting and ultimately signing a new employee differ all that much from the process of qualifying and signing a new client?
The only difference is that we have to swap out “prospect” for “candidate” and “product or service” for “job opportunity.”
We already know that a sales team needs content marketing to drive the first 60% of the sales process. Considering that 49% of U.S. employers are experiencing difficulty filling critical positions within their organizations, content marketing is more important than ever to the recruiting process.
Content marketing helps with client retention.
Think your job is done once you bring on a new client? Now it’s just a matter of delivering your product or service, right?
Not so fast.
I don’t care if you’re selling landscaping services or business intelligence software—signing a new customer is just the beginning. Clients now expect you to deliver not only your product or service, but also to provide added value via education. And if you don’t provide it, someone else will.
Do you have the time to personally educate every single one of your customers? Probably not. Content marketing can help.
Content marketing improves employee attitudes and confidence levels.
Whether you know it or not, your employees, including the ones that you’d hate to lose, are always evaluating their current situation against what they think might exist elsewhere. Most of them want to believe that their future lies within your organization, but they also love to win the proverbial popularity contest. Publish material that brings attention to the company, and you’ll improve employee morale and keep employees motivated to live up to your company’s top billing.
Content marketing changes the sales & marketing relationship.
Content marketing is not collateral. Collateral is the stuff that salespeople used to call “leave behinds”…you know, the stuff that prospects never read? And you wonder why salespeople used to view marketing folks as nothing more than support staff.
Content marketing, when done right, includes the type of material that salespeople use strategically during the sales process, and that type of content can change the entire sales and marketing dynamic.
The best sales people—the 99th percentile salespeople—know that content marketing has completely changed the art of selling.
Content marketing helps you raise money.
When VCs are evaluating a CEO, one of the areas they pay close attention to is the CEO’s recruiting focus and aptitude. Can this guy or gal sell his or her vision to talented executives and staffers that have other attractive options to choose from?
“On a practical day-to-day level, that means that I will drop nearly anything I am doing to help close a key candidate. Talent is that important and it’s always worth my time.”
Besides a CEO with a vision and a commitment to selling that vision, what do these VC-backed companies need for a recruiting program? Content marketing.
Venture capital firms like OpenView Venture Partners are not only preaching the power of content marketing to their portfolio companies, but they are eating their own dog food with content marketing programs designed to support their own corporate initiatives.
Content marketing assures better understanding of company messaging.
Corporate messaging guides are great tools for employee onboarding, for use in sales meetings, and in general to make sure everybody is using the same type of language to describe your company and its products and services.
But corporate messaging guides are kind of boring, and especially in larger companies, many staffers will gloss over them.
On the other hand, a thought-provoking, topic-specific, perhaps even contrarian piece of content, published by a member of the company’s leadership team, can offer the perfect extension to a messaging guide. It’s more likely to be read, more likely to be shared, and therefore more likely to be digested and understood.
Content marketing can
replace enhance public relations efforts.
A few weeks back, I read the following headline and it made me cringe – Is Content Marketing a New Public Relations Discipline?
Sarah Skerik goes on to write an insightful post, but I cringed initially because the answer is no, content marketing is not a new public relations discipline. Unlike public relations, which tends to get siloed even inside a corporate marketing department, content marketing does not belong in a separate category, disconnected from the rest of the marketing department.
Content marketing absolutely supports public relations, just like it supports search engine marketing, social media, email marketing, and a variety of other marketing tactics.
Now is the right time to invest in content marketing. Before you make that investment, though, be sure to consider the complete set of benefits, which will make setting objectives and measuring against those objectives a whole will lot easier.
Get both easy-to-digest tips and more detailed content marketing approaches from Right Source and other industry experts in our free content marketing eBook: How to Grow Your Business with Content Marketing.
The Quantified Economy represents the total global addressable market (TAM) for IoT that, according to a recent IDC report, will grow to an unprecedented $1.3 trillion by 2019. With this the third wave of the Internet-global proliferation of connected devices, appliances and sensors is poised to take off in 2016. In his session at @ThingsExpo, David McLauchlan, CEO and co-founder of Buddy Platform, will discuss how the ability to access and analyze the massive volume of streaming data from mil...
Feb. 13, 2016 12:00 PM EST
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
Feb. 13, 2016 12:00 PM EST Reads: 465
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 ad...
Feb. 13, 2016 12:00 PM EST Reads: 439
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
Feb. 13, 2016 11:45 AM EST Reads: 267
Fortunately, meaningful and tangible business cases for IoT are plentiful in a broad array of industries and vertical markets. These range from simple warranty cost reduction for capital intensive assets, to minimizing downtime for vital business tools, to creating feedback loops improving product design, to improving and enhancing enterprise customer experiences. All of these business cases, which will be briefly explored in this session, hinge on cost effectively extracting relevant data from ...
Feb. 13, 2016 11:30 AM EST Reads: 153
WebSocket is effectively a persistent and fat pipe that is compatible with a standard web infrastructure; a "TCP for the Web." If you think of WebSocket in this light, there are other more hugely interesting applications of WebSocket than just simply sending data to a browser. In his session at 18th Cloud Expo, Frank Greco, Director of Technology for Kaazing Corporation, will compare other modern web connectivity methods such as HTTP/2, HTTP Streaming, Server-Sent Events and new W3C event APIs ...
Feb. 13, 2016 11:30 AM EST
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
Feb. 13, 2016 11:00 AM EST
SYS-CON Events announced today that iDevices®, the preeminent brand in the connected home industry, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. iDevices, the preeminent brand in the connected home industry, has a growing line of HomeKit-enabled products available at the largest retailers worldwide. Through the “Designed with iDevices” co-development program and its custom-built IoT Cloud Infrastruc...
Feb. 13, 2016 11:00 AM EST Reads: 144
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.
Feb. 13, 2016 11:00 AM EST
Join us at Cloud Expo | @ThingsExpo 2016 – June 7-9 at the Javits Center in New York City and November 1-3 at the Santa Clara Convention Center in Santa Clara, CA – and deliver your unique message in a way that is striking and unforgettable by taking advantage of SYS-CON's unmatched high-impact, result-driven event / media packages.
Feb. 13, 2016 10:00 AM EST
As enterprises work to take advantage of Big Data technologies, they frequently become distracted by product-level decisions. In most new Big Data builds this approach is completely counter-productive: it presupposes tools that may not be a fit for development teams, forces IT to take on the burden of evaluating and maintaining unfamiliar technology, and represents a major up-front expense. In his session at @BigDataExpo at @ThingsExpo, Andrew Warfield, CTO and Co-Founder of Coho Data, will dis...
Feb. 13, 2016 09:45 AM EST Reads: 229
Silver Spring Networks, Inc. (NYSE: SSNI) extended its Internet of Things technology platform with performance enhancements to Gen5 – its fifth generation critical infrastructure networking platform. Already delivering nearly 23 million devices on five continents as one of the leading networking providers in the market, Silver Spring announced it is doubling the maximum speed of its Gen5 network to up to 2.4 Mbps, increasing computational performance by 10x, supporting simultaneous mesh communic...
Feb. 13, 2016 05:00 AM EST
Eighty percent of a data scientist’s time is spent gathering and cleaning up data, and 80% of all data is unstructured and almost never analyzed. Cognitive computing, in combination with Big Data, is changing the equation by creating data reservoirs and using natural language processing to enable analysis of unstructured data sources. This is impacting every aspect of the analytics profession from how data is mined (and by whom) to how it is delivered. This is not some futuristic vision: it's ha...
Feb. 13, 2016 04:45 AM EST Reads: 472
The cloud promises new levels of agility and cost-savings for Big Data, data warehousing and analytics. But it’s challenging to understand all the options – from IaaS and PaaS to newer services like HaaS (Hadoop as a Service) and BDaaS (Big Data as a Service). In her session at @BigDataExpo at @ThingsExpo, Hannah Smalltree, a director at Cazena, will provide an educational overview of emerging “as-a-service” options for Big Data in the cloud. This is critical background for IT and data profes...
Feb. 13, 2016 03:45 AM EST Reads: 250
One of the bewildering things about DevOps is integrating the massive toolchain including the dozens of new tools that seem to crop up every year. Part of DevOps is Continuous Delivery and having a complex toolchain can add additional integration and setup to your developer environment. In his session at @DevOpsSummit at 18th Cloud Expo, Miko Matsumura, Chief Marketing Officer of Gradle Inc., will discuss which tools to use in a developer stack, how to provision the toolchain to minimize onboa...
Feb. 12, 2016 09:00 PM EST Reads: 139
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
Feb. 12, 2016 02:15 PM EST Reads: 466
With an estimated 50 billion devices connected to the Internet by 2020, several industries will begin to expand their capabilities for retaining end point data at the edge to better utilize the range of data types and sheer volume of M2M data generated by the Internet of Things. In his session at @ThingsExpo, Don DeLoach, CEO and President of Infobright, will discuss the infrastructures businesses will need to implement to handle this explosion of data by providing specific use cases for filte...
Feb. 12, 2016 01:00 PM EST Reads: 247
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies adopt disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advanced analytics, and DevO...
Feb. 12, 2016 12:30 PM EST Reads: 275
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Avere delivers a more modern architectural approach to storage that doesn’t require the overprovisioning of storage capacity to achieve performance, overspending on expensive storage media for inactive data or the overbuilding of data centers ...
Feb. 12, 2016 12:30 PM EST Reads: 137
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts...
Feb. 12, 2016 12:45 AM EST Reads: 423