Marketers love the use of buzz words to articulate a measurable approach to communications.
Earlier this year I introduced the concept of lead introduction as an achievable outcome of social media. In new business presentations I now toss around phrases like content marketing and corporate publishing.
Let’s put aside tags for a moment and focus on the role of marketing to connect with, inform, educate and inspire customers, prospects and partners.
This blog post from our partner Eloqua does an exceptional job to bring meaning to recent research published by the Content Marketing Institute and MarketingProfs. Here is the high-impact conclusion by Eloqua that – in my opinion – should guide the content creation and promotional plans of companies that sell to corporate and government customers:
…investment in content, a commitment to distributing it socially, and taking the time to make sure individual content aligns with the various decision-makers in the buying process are key factors in determining whether the content will succeed.