Welcome!

Cognitive Computing Authors: Yeshim Deniz, Pat Romanski, Liz McMillan, Rajeev Kozhikkattuthodi, Elizabeth White

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
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.
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...
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution and join Akvelon expert and IoT industry leader, Sergey Grebnov, in his session at @ThingsExpo, for an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
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...
"DX encompasses the continuing technology revolution, and is addressing society's most important issues throughout the entire $78 trillion 21st-century global economy," said Roger Strukhoff, Conference Chair. "DX World Expo has organized these issues along 10 tracks with more than 150 of the world's top speakers coming to Istanbul to help change the world."
While the focus and objectives of IoT initiatives are many and diverse, they all share a few common attributes, and one of those is the network. Commonly, that network includes the Internet, over which there isn't any real control for performance and availability. Or is there? The current state of the art for Big Data analytics, as applied to network telemetry, offers new opportunities for improving and assuring operational integrity. In his session at @ThingsExpo, Jim Frey, Vice President of S...
"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 are focused on SAP running in the clouds, to make this super easy because we believe in the tremendous value of those powerful worlds - SAP and the cloud," explained Frank Stienhans, CTO of Ocean9, Inc., in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
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.
"We've been engaging with a lot of customers including Panasonic, we've been involved with Cisco and now we're working with the U.S. government - the Department of Homeland Security," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held June 6-8, 2017, at the Javits Center in New York City, NY.
The financial services market is one of the most data-driven industries in the world, yet it’s bogged down by legacy CPU technologies that simply can’t keep up with the task of querying and visualizing billions of records. In his session at 20th Cloud Expo, Karthik Lalithraj, a Principal Solutions Architect at Kinetica, discussed how the advent of advanced in-database analytics on the GPU makes it possible to run sophisticated data science workloads on the same database that is housing the rich...
SYS-CON Events announced today that Massive Networks will exhibit at 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. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.
"MobiDev is a Ukraine-based software development company. We do mobile development, and we're specialists in that. But we do full stack software development for entrepreneurs, for emerging companies, and for enterprise ventures," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
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.
In his opening keynote at 20th Cloud Expo, Michael Maximilien, Research Scientist, Architect, and Engineer at IBM, discussed the full potential of the cloud and social data requires artificial intelligence. By mixing Cloud Foundry and the rich set of Watson services, IBM's Bluemix is the best cloud operating system for enterprises today, providing rapid development and deployment of applications that can take advantage of the rich catalog of Watson services to help drive insights from the vast t...
SYS-CON Events announced today that EnterpriseTech has been named “Media 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. EnterpriseTech is a professional resource for news and intelligence covering the migration of high-end technologies into the enterprise and business-IT industry, with a special focus on high-tech solutions in new product development, workload management, increased effic...
SYS-CON Events announced today that Massive Networks, that helps your business operate seamlessly with fast, reliable, and secure internet and network solutions, 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. As a premier telecommunications provider, Massive Networks is headquartered out of Louisville, Colorado. With years of experience under their belt, their team of...
SYS-CON Events announced today that Cloud Academy named "Bronze Sponsor" of 21st International Cloud Expo which will take place October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara, CA. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud com...