Taking content seriously as a marketing tool

摘要

B-to-b MARKETING professionals, including those in the technology industry, routinely rate content-driven activities, such as their Web site, Webcasts and white papers, as their most effective means of generating qualified sales leads. Yet these activities currently represent less than 25% of their total marketing spend-about the same portion allocated to the least effective lead-generation tools. This paradox-less spending being allocated to the most effective tools-is largely explained by the lack of a content strategy at most b-to-b marketing organizations. A content strategy puts the emphasis on the content instead of focusing exclusively on the marketing delivery vehicles that disseminate it.