Welcome!

Cognitive Computing Authors: Yeshim Deniz, Ray Parker, William Schmarzo, Elizabeth White, Pat Romanski

Blog Feed Post

The 7 Not-So-Obvious Benefits of Content Marketing

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?

Chad Dickerson, CEO of Etsy, takes that commitment to another level in AVC’s MBA Mondays:

“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.

Read the original blog entry...

More Stories By Mike Sweeney

Mike Sweeney and Right Source Marketing help 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.

@ThingsExpo Stories
DX World EXPO, LLC, a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Conference Guru has been named “Media Sponsor” of the 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. A valuable conference experience generates new contacts, sales leads, potential strategic partners and potential investors; helps gather competitive intelligence and even provides inspiration for new products and services. Conference Guru works with conference organizers to pass great deals to gre...
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develop...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
"Evatronix provides design services to companies that need to integrate the IoT technology in their products but they don't necessarily have the expertise, knowledge and design team to do so," explained Adam Morawiec, VP of Business Development at Evatronix, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
22nd International Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, and co-located with the 1st DXWorld Expo 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 ...
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.