CONTENT IN CRISIS
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.drive results like an additional 1,500 sales appointments and a $1 billion pipeline, as it did for Xerox. Or, content marketing done well may have nothing to do with purchase intent; instead, perhaps it can increase the effectiveness of a business's advertising spend four-fold, as it did for Kraft. It may also be the future of R&D, informing the product and marketing teams with insightful consumer behavior, which it's doing for Johnson and Jonson’s Babycenter.com
As these examples, and many others, show, there is real business value to be found in spending at least a portion of our strategic efforts on delivering content-driven, experiential value to customers. As Henry Ford said, “whether you think you can, or think you can’t – you’re right.” Existential or not, I don't see how you can possibly go wrong with believing we can.
But, let’s hold that conclusion for a moment. Let’s take a step back and actually look at the practice that we’re attempting to create in our business. Let’s rebuild the business case for Content Marketing in the Enterprise.
If you'd like to take a deeper exploration of our strategic content marketing framework,we invite you to do so within the resources section of our website. There you'll find a complete framework document which can help get you on the right path to starting your content marketing strategy.
RESOURCES:
Our Content Marketing Framework in summary. Defining a purpose, story, audience, process and measurement.