planning a content strategy for every situation
TRANSCRIPT
NO ONE GOAL FOR CONTENT
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Brand Awareness Customer Acquisition
Lead Generation Retention
Thought Leadership Engagement
Web Traffic Nurturing
Sales
2013
2012
2011
Source: CMI B2B Benchmarking Report
MARKETERS FALLING INTO GAPS
52%
27%
Have process to align content with sales stage
Leaders Followers
38%
20%
Have process to align content with buyer personas
Leaders Followers
Source: Aberdeen Group
CONTENT OPERATIONS
WEB/SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
MAR COM / CORPORATE MARKETING
PRODUCT MARKETING
SUBJECT MATTER
EXPERTISE
POLISH & COMMUNICATIONS
DISTRIBUTION