At the initial meeting with a new client, I ask a simple question: What is the goal for your content marketing efforts?
By far the most consistent answer I receive is “to generate leads and sales of our existing products.”
While this is an important goal to have in any content marketing strategy , we often focus too much on direct sales-related transactions to prove our content marketing return on investment.
In his book Content Inc. , Joe Pulizzi offers a way to think bigger about content marketing. The simple tagline, “Build your audience first. THEN create your product,” is exactly how marketers should approach content marketing. Use the content to attract subscribers and then figure a way to monetize them around a content product. There is more to content marketing than using the method to support your sales team.Unfortunately, many marketers (and, indeed, businesses) don’t think this way. We use tools, […]