Jesse Noyes of Kapost explains how to build an efficient content marketing operation in your organization, and the key processes necessary for every situation.
3. Brand Awareness
Customer Acquisition
Lead Generation
Retention
2013
Thought Leadership
2012
Engagement
2011
Web Traffic
Nurturing
Sales
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
NO ONE GOAL FOR CONTENT
Source: CMI B2B Benchmarking Report
4. 52%
Have process to
align content with
sales stage
38%
27%
Leaders
Followers
Have process to
align content with
buyer personas
20%
Leaders
Followers
MARKETERS FALLING INTO GAPS
Source: Aberdeen Group
5. 70% to 80% of
B2B content
goes unused
CONTENT LANDFILLS PILING UP
Source: SiriusDecisions
6. WHAT ARE THE BASIC ELEMENTS OF
A STRONG CONTENT STRATEGY?
PEOPLE
IDEAS
PROCESS