How much value is in a single piece of content? Convention holds that a perfectly optimized web page or a fascinating case study can go a long way in driving traffic and ultimately leads.
But it’s August 2020 and convention means nothing anymore.
From marketers to sales reps to the c-suite, the entire funnel ecosystem has been thrown out of whack. As the world grapples with multiple crises, and as individual and professional pressures mount, the content marketing trifecta of reaching the right audience at the right time with the right piece of content has felt even more elusive. At our current pace, it’s increasingly likely that any content published today could be obsolete by tomorrow.
Michael Brenner, CEO of Marketing Insider Group, put it into perspective in a recent Q&A with PAN.
Effective, empathetic and lasting content marketing requires the right digital foundation. It lives and breathes, shaped by the unique opportunities and challenges of your core audiences. It is the method by which you drive new meaningful conversations – on your terms.
To address these concerns, we’ve developed a comprehensive, digitally agile framework to modern content marketing. Data-driven and customer-centric, this 5-pillar approach not only helps brands identify which content excites its audiences most but also answers why they are so hungry for it. Filter out the metrics and messages that don’t directly yield the ROI you’re looking for, build the library of assets to arm your sales teams and deploy a best-in-class catalyst to drive conversion.
In fact, our own research has shown that 78% of marketers believe that content marketing and storytelling is a top priority for the second half of 2020. When the world feels upside down, meeting customers where they are, with what they need, can make all the difference.
So, as you dive into our new content marketing framework, remember to be smart about your content. And as Robert Rose of the Content Marketing Institute says:
“Our job, as marketers, is not to create more content. It has never been about that. It’s about creating the minimum amount of content with the maximum amount of behavior change in our customers.”