CHAPTER FIvE five Be better at content marketing. According to the Content Marketing Institute, content Saving time and money. Understanding how the content marketing is defined as “a strategic marketing approach you create relates to your overall business goals can help focused on creating and distributing valuable, relevant, you rule out projects that aren’t going to be beneficial, and consistent content to attract and retain a clearly helping to save both marketing resources and budget. defined audience — and, ultimately, to drive profitable customer action.” Generating new business. Per dollar spent, content marketing generates approximately three times as many That’s quite the definition, but let’s be honest — it’s leads as traditional marketing (Demand Metric). Gating not news to the bulk of marketers who have already content behind a form has proven to be an invaluable had their introduction to content marketing. In fact, lead generation tactic for many businesses. CMI’s 2015 benchmark study revealed that 86% of B2B marketers are producing content; however, only 35% Improving the customer experience. As the B2B buyer’s have a documented content strategy, and 17% don’t journey evolves, buyers will only work with companies have a strategy in place at all. that can provide personalized selling experiences. This applies to marketing just as much as sales — and having Considering that 60% of those with a documented a content strategy to address each buyer’s pain points strategy rate themselves highly in terms of content can help meet these growing expectations. marketing effectiveness, this seems like a great starting point for marketers who are looking to optimize their Enabling sales. Your marketing content doesn’t just help content efforts. However, if you’re still not sold on the your customers. effective content can also help your importance of a content marketing strategy, here are a sales reps persuade a hesitant prospect or close a hard- few additional ways that companies are benefiting from won deal. getting a process down on paper. 43 / Pardot