My company chose content marketing as its go to market less than a year ago. It has been working exceptionally well; I had my doubts initially, I must admit. The industry we are in, gamification, is busy wth noise and is nearing the “trough of disillusionment” (it is now morphing into something that is more interesting and much better aligned with employee needs, though). I wasn’t sure how many live marketing qualified leads can be generated through content marketing.
The short answer is that you can generate quite a lot of marketing qualified leads using content marketing; if you’re doubting the use of content marketing for B2B software, don’t. The longer answer is more subtle than that. For content marketing to be effective, you need to think quite a lot about distributing your content (traffic doesn’t just magically arrive at your site), and to get very savvy about using social media to do so. Yet once you hit your stride and begin generating those social media leads, you must also diversify away from the social channel and add more lead acquisition channels…
LinkedIn for B2B Lead Generation: Growth Hack or Core Practice?
