Content marketing is a vital component of any B2B marketing strategy. Savvy marketers devote time and money to developing various types of content, including white papers, webinars, tweets and blogs, which appeal to and engage their audiences. But are marketers getting the most out of their content?
Not all content is created equal, so it’s up to you to determine what will deliver the most ROI. And, while each piece serves as a way to engage with a potential lead, content ROI is maximized when it is used at the optimal stage of the buyer’s journey. White papers, for example, support sales in that they provide helpful and in-depth information on a product or service to a prospect conducting initial research. They are often gated, requiring that prospects enter their name and contact information in order to access the material. This helps move prospects down the sales funnel and allows marketers to capture information they can ultimately pass on to their sales departments.
However, while helpful, using content to obtain customer contact information only scratches the surface. Content that provides a deeper level of engagement with the customer and then allows marketers to monitor exactly how the customer engaged provides more value to marketers than a simple name and email address.
