Why Investing in Content Should be the #1 Priority of Every Marketer
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Why Investing in Content Should be the #1 Priority of Every Marketer
- 1. Why Investing in Content Should be the #1 Priority for Every Marketer Rishi Dave Executive Director, Digital Marketing @RishiPDave
- 2. Digital has changed buyer & marketer behavior Buyers Marketers
- 3. Let’s look at buyers… Buyers Marketers
- 4. Today’s buyer is self-driven Source: CEB
- 5. Search and social are the new home pages 93% of Tech B2B customers conduct their research on the internet mostly via search engines Top 2 ways people find websites are organic search and social media Source: Forrester Research and Google
- 6. Search is loving content more than ever
- 7. Social is loving content more than ever Source: @DanZarella of Hubspot
- 8. Digital has changed marketing Buyers Marketers
- 9. New marketing technologies enabled by digital DMPs Personalization Database CMS Business Rules Engines Curation engines Marketing Automation 1:1 Marketing Content Management
- 10. All enabled by content DMPs Personalization Database CMS Business Rules Engines Curation engines Marketing Automation 1:1 Marketing Content Management
- 11. Content engine keeps the system running Post-Purchase Content Engine Content Platforms Discover • • • • Search Social Influencers Media • • By persona By buying stage Capture Nurture Close Close
- 12. Content engine provides high velocity, high volume, and high quality content streams • Original • Recycled • Curated • Aggregated • Co-created • User generated
- 13. Content platforms split by persona & buying stage
- 14. When the engine is running, you massively scale marketing costs and sales productivity Content Engine Close $
- 15. The olden days… Leads and spend
- 18. Costs massively scale 1) Loyalty 2) Acquisition Leads Content Engine Spend
- 20. Without the engine, everything stops Post-Purchase Content Engine Content Platforms Discover • • • • Search Social Influencers Media • • By persona By buying stage Capture Nurture Close Close
- 21. Scaling requires a new type of marketer Content Technology Analytics
- 22. Thank you Rishi Dave Executive Director, Digital Marketing @RishiPDave
- 23. Questions? Rishi Dave Executive Director, Digital Marketing @RishiPDave