In an age of declining traditional media, companies are searching for new ways to get their collateral in front of the appropriate audience. Thanks to content marketing, companies are accomplishing their goal as they become online publishers of their own content.
But any savvy business person knows that effective content marketing must be tied to organizational goals. And if effective content marketing is an art form, then Eloqua is Van Gogh.
The marketing automation pioneer has achieved impressive results from its proven formula of providing high quality content in a variety of forms. Additionally, one look at the company’s blog, “It’s All About Revenue” showcases Eloqua’s ability to present and release content in ways that make it easy to find and share.
Eloqua’s success in content marketing is featured in a recent Business2Community article. The article presents three key lessons from Eloqua’s proven success in content marketing.
First, highlight top performing content. Take a look at Eloqua’s homepage for a prime example of this.
But how do you know which content is worthy of being featured? Start out by conducting some research on existing contents’ performance and talk to your audience to find out what they consider valuable. Then, track the performance of your content to find out how it’s performing. Featuring this content on your homepage allows visitors to easily find, access and share your best content.
Next, focus on creativity. A lot of attention has been placed on data lately. But Joe Chernov, Eloqua’s VP of Content Marketing, has a few words of wisdom on data vs. creativity:
“Marketers tend to think in ‘zero sum’ terms. If ‘A’ is hot, then ‘B’ must be cold. Right now ‘A’ is data. Data is hot; big data is hotter still. Data informs decisions, helping companies making smarter choices. Yet just because data is hot doesn’t mean that creativity is cold. In fact, given the sharp rise in amount of original content being published by brands, it has become exceptionally difficult to ‘get heard’ on the noisy social web. Creative content stands out, gets discovered and, most importantly, gets shared. The data say so.”
Eloqua’s last key to success is to tie content to the sales funnel. While increased traffic and brand awareness are great side benefits of content marketing, the real value is in increased sales and lead generation.
Eloqua offers a great infographic for a helpful visual on how to successfully move customers through the sales funnel by suggesting next steps and putting the right content in front of potential customers at the right time.
If you need more proof of Eloqua’s expertise in the area of content markting, take a look at the original article for some impressive statistics Eloqua has achieved using their tried and true content marketing methods.