My journey into content marketing actually started in 2004 when I left The Nielsen Company after nine years to work for a local firm.
They hired me as their first VP of Marketing. My team of one (me) had absolutely zero budget to start. My first boss there wanted me to cold call to drive leads.
That didn’t work out so well. But then the CEO of the holding company fired him and asked me to run marketing like a marketing person would.
How do you execute a marketing strategy for a company with no budget?
The answer is what we now call content marketing.
The company I worked for was a nationally-ranked market research firm that very few people had actually ever heard of. So I took our greatest asset: survey research and used it to continuously update our newly revamped website to drive inbound leads for our sales team. I taught myself SEO basics and used a list of target keywords to create and distribute stories on our latest research.
Traffic on our website grew exponentially. Inbound leads started coming in to the company on a consistent basis for the first time. I even spent some time teaching the CEO of our holding company (the guy who saved my job) about digital marketing and how to do paid search.
Guerilla Content: 30 Growth Hacks For Content Marketing Success On A Limited Budget
