For years the missives wandered into my Email inbox from exotic locales such as Pune, Bangalore and Bucharest. Regardless of the origin, the offer was the same: cheap content creation to gin up search optimization.
Google’s adoption of a more sophisticated search algorithm that penalizes low value and limited social sharing strangled many of these content farms. However, as any business-to-business marketer will attest, the pitches solider on. The source, theme and value proposition have merely shifted.
“I came across your profile on LinkedIn and found it very interesting,” she wrote to me last week. “We’re primarily focused on creating high quality blog content…think well researched, time consuming blog posts…not generic 500 word SEO fluff.”
That is compelling, right? Companies that produce and publish a steady stream of thought leadership oriented content attract more qualified leads and close a higher percentage of business.
If that’s true, why is there so much dissatisfaction with the content marketing process?
It is because few marketers have taken the critical step of connecting engagement to demand. For many, content creation is a “check the box” tactic that – like other brand oriented activities – relies on hope to produce a measurable outcome.
Marketers tend to live in a world of hope with their content. I hope a prospect finds it. I hope it inspires them to contact my company. I hope my sales team moves on the opportunity. I hope it turns into revenue.
Here are three ways you can elevate your content program from a hopeful tactic to a strategic function that generates sales pipeline:
- Align content creation with account based marketing. Here is an example from Dupont Fabros Technology’s From the Racks corporate blog.
- Integrate with CRM and/or marketing automation platforms. Content can be repurposed for nurturing and drip campaigns. Prospect interaction tracked via analytics can inform lead scoring and qualification process.
- Publish where the prospects are. Strategic Communications Group manages online buyer communities in government, healthcare, financial services, retail and insurance. We’re always on the hunt for content relevant to our readers.