Click here to close now.




















Welcome!

API Journal Authors: Elizabeth White, Carmen Gonzalez, Liz McMillan, AppDynamics Blog, Vormetric Blog

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
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Architect for the Internet of Things and Intelligent Systems, described how to revolutionize your archit...
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducted a live demonstration of how quickly application development can happen when the need to comply wit...
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
MuleSoft has announced the findings of its 2015 Connectivity Benchmark Report on the adoption and business impact of APIs. The findings suggest traditional businesses are quickly evolving into "composable enterprises" built out of hundreds of connected software services, applications and devices. Most are embracing the Internet of Things (IoT) and microservices technologies like Docker. A majority are integrating wearables, like smart watches, and more than half plan to generate revenue with APIs within the next year.
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, d...
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of profound change in the industry.
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affect their organization.
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world and it starts with business models and monetization strategies.
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sectors.
There will be 150 billion connected devices by 2020. New digital businesses have already disrupted value chains across every industry. APIs are at the center of the digital business. You need to understand what assets you have that can be exposed digitally, what their digital value chain is, and how to create an effective business model around that value chain to compete in this economy. No enterprise can be complacent and not engage in the digital economy. Learn how to be the disruptor and not the disruptee.
Akana has released Envision, an enhanced API analytics platform that helps enterprises mine critical insights across their digital eco-systems, understand their customers and partners and offer value-added personalized services. “In today’s digital economy, data-driven insights are proving to be a key differentiator for businesses. Understanding the data that is being tunneled through their APIs and how it can be used to optimize their business and operations is of paramount importance,” said Alistair Farquharson, CTO of Akana.
Business as usual for IT is evolving into a "Make or Buy" decision on a service-by-service conversation with input from the LOBs. How does your organization move forward with cloud? In his general session at 16th Cloud Expo, Paul Maravei, Regional Sales Manager, Hybrid Cloud and Managed Services at Cisco, discusses how Cisco and its partners offer a market-leading portfolio and ecosystem of cloud infrastructure and application services that allow you to uniquely and securely combine cloud business applications and services across multiple cloud delivery models.
The enterprise market will drive IoT device adoption over the next five years. In his session at @ThingsExpo, John Greenough, an analyst at BI Intelligence, division of Business Insider, analyzed how companies will adopt IoT products and the associated cost of adopting those products. John Greenough is the lead analyst covering the Internet of Things for BI Intelligence- Business Insider’s paid research service. Numerous IoT companies have cited his analysis of the IoT. Prior to joining BI Intelligence, he worked analyzing bank technology for Corporate Insight and The Clearing House Payment...
"Optimal Design is a technology integration and product development firm that specializes in connecting devices to the cloud," stated Joe Wascow, Co-Founder & CMO of Optimal Design, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
SYS-CON Events announced today that CommVault has been named “Bronze Sponsor” of SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. A singular vision – a belief in a better way to address current and future data management needs – guides CommVault in the development of Singular Information Management® solutions for high-performance data protection, universal availability and simplified management of data on complex storage networks. CommVault's exclusive single-platform architecture gives companies unp...
Electric Cloud and Arynga have announced a product integration partnership that will bring Continuous Delivery solutions to the automotive Internet-of-Things (IoT) market. The joint solution will help automotive manufacturers, OEMs and system integrators adopt DevOps automation and Continuous Delivery practices that reduce software build and release cycle times within the complex and specific parameters of embedded and IoT software systems.
"ciqada is a combined platform of hardware modules and server products that lets people take their existing devices or new devices and lets them be accessible over the Internet for their users," noted Geoff Engelstein of ciqada, a division of Mars International, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.