Why Investing in Content Should be the #1 Priority for Every Marketer
Rishi DaveExecutive Director, Digital Marketing@RishiPDave
Digital has changed buyer & marketer behavior
Buyers Marketers
Let’s look at buyers…
Buyers Marketers
Today’s buyer is self-driven
Source: CEB
Search and social are the new home pages
Top 2ways people find websites are organic search and social media
93% of Tech B2B customers conduct their research on the internet mostly via search engines
Source: Forrester Research and Google
Search is loving content more than ever
Social is loving content more than ever
Source: @DanZarella of Hubspot
Digital has changed marketing
Buyers Marketers
New marketing technologies enabled by digital
Content Management
Business Rules Engines
MarketingAutomation
DatabaseDMPs
Personalization
1:1 Marketing
CMS
Curation engines
All enabled by content
Content Management
Business Rules Engines
MarketingAutomation
DatabaseDMPs
Personalization
1:1 Marketing
CMS
Curation engines
Content engine keeps the system running
DiscoverContent
Platforms Capture Nurture CloseClose
Post-Purchase
Content Engine
• Search• Social• Influencers• Media
• By persona• By buying stage
Content engine provides high velocity, high volume, and high quality content streams
• Original
• Recycled
• Curated
• Aggregated
• Co-created
• User generated
Content platforms split by persona & buying stage
When the engine is running, you massively scale marketing costs and sales productivity
Content Engine $Close
The olden days…
Leads and spend
New model
Drive Content Streams
Engage Convert
Costs massively scale
Leads
Spend
Content Engine
1) Loyalty2) Acquisition
Branding happens magically
.
.
Without the engine, everything stops
DiscoverContent
Platforms Capture Nurture CloseClose
Post-Purchase
Content Engine
• Search• Social• Influencers• Media
• By persona• By buying stage
Scaling requires a new type of marketer
Content Technology Analytics
Thank youRishi DaveExecutive Director, Digital Marketing@RishiPDave
Questions?Rishi DaveExecutive Director, Digital Marketing@RishiPDave