In his book Think Write Grow, Grant Butler counsels marketing executives to focus on three points of leverage – content quality, go-to-market alignment, and distribution effectiveness – if they want to drive more measurable growth outcomes from their content investment. The book raises several important issues.
The bar on content quality is rising. As buyers experience content saturation and information overload, the notion of establishing thought leadership has emerged as a top priority with sales and marketing as the best way to differentiate their brands and ensure marketing effectiveness. Marketing executives are learning that subject matter expertise and a strong point of view are now essential to success in the digital, social, and mobile channels that buyers use to during the majority of the buying process. Sales executives realize original research and compelling insights make it easier to open doors, start quality customer conversations, generate referrals, cross sell, and influence buyer perceptions of value. An ounce of thought leadership is worth ten pounds of “me too” content when it comes to improving marketing effectiveness, differentiating your brand, and giving customers the relevant insights they are seeking.
Content distribution drives value. In his 2015 content trend forecast, online marketer Jason Demers astutely points out that the real value from content marketing comes from distribution. Like a race car – a big engine matters less than how much of the power it generates makes it to the wheel. “The ability to effectively communicate an idea to your customers using your sales, marketing and media channels is just an important as the idea itself”, according to Grant Butler, author of the book Think, Write, Grow . Marketing executives are slowly learning that content marketing is more than a tactic for social and earned media channels. The most sophisticated marketers in the consulting, technology, and financial services industry have realized that the publishing process has become the backbone of their go to market strategy. These marketing leaders are distinguishing themselves with channel strategies that amplify the impact of their thought leadership content in their sales, marketing, and media channels and support every step of the go-to-market process. That means the key to improving marketing effectiveness is finding better ways to leverage your content investment across a wider variety of channels – including: marketing automation, sales enablement, CRM, social selling, digital marketing, and blogs.
Content strategy drives measurable sales outcomes. Over the past several years content marketers have claimed ownership over two thirds of the buyers journey and as a byproduct, a larger share of the marketing budget. Now they will need to start to take accountability for the results their investment in content is yielding. Unfortunately, most marketers do not have a strategy to direct that investment, a plan for how it will generate top line growth, or measures that ensure meaningful sales outcomes are achieved. The Forbes research report explains the best way to ensure your content investment will drive measurable sales outcomes is to create a strategic foundation for your program that directly supports your sales and marketing processes and aligns with your communications, branding and product sales goals.
It is time for content marketing to mature from a social media tactic to a formal go-to-market discipline. Marketers that take a more programmatic approach to delivering new ideas, relevant advice and compelling solutions to customers using a mix of sales, marketing and media channels will generate significantly more growth from their content investment.