Every business, brand, or cause is interested in generating more leads. Whether it's building a donor list, attracting new leads from a targeted audience, moving people through a buying cycle, or increasing the service level of existing clients, organizations are only interested in content marketing (or any content marketing for that matter) if it ...
I experienced marketing first from the outside. As an account executive for a software company, I depended on marketing to help me generate leads, provide the materials I needed to move the prospect through the buying cycle, and to create a general awareness about the company and product before I ever engaged the lead.
I've also experienced marketing as the one responsible for doing the things that sales expects marketing to do.
Somewhere along the way, the idea was introduced that true artists are willing to starve to make their craft. I've met too many writers, painters, photographers, etc. who are willing to sell their talent for the lowest dollar without ever considering the value they bring to the table. If I must starve to be a "real" writer, then I'm out. The good news is there is a way to create a financially sustainable path to being a professional writer.
People are willing to pay for services that relieve their "pain."
I’m not anti-sales. I’ve been on both sides of the table—marketing and sales.
I understand the pressures both positions come with, and I believe both must work together if a company is going to consistently grow revenue—the lifeblood of any business. That being said, there are some unique characteristics that case studies can bring to the sales process.
These characteristics can help salespeople overcome an often jaded and defensive target.
Case studies are powerful tools that help others say things about you that you may not necessarily be able to say about your self.
An unexpected benefit of a case study is you get a great excuse to connect with some of your biggest champions and give them a chance to share their enthusiasm for you and your product or service with others in a powerful way.
Some people think all books are magical. They mistakenly believe all books possess some mystical reality that contains timeless truths to be pondered and consumed over long periods of silence.
There are books like that. It’s true. But that doesn’t mean every book has to be like that. In fact, most books aren’t.
Books are simply an ecosystem of ideas organized into a consumable format.
You can't afford not to publish a book.
But books are for artists and creative types, right? Not business leaders.
That’s where you’re wrong. In fact, it may be time to rethink the book entirely when it comes to its role in the life of a business leader.
Books are as valuable today to growing your business as your business card was in previous decades.
Executive leaders are critical thinkers, experienced decision makers, and relentless about only investing in things that will move the brand or organization forward. This posture intimidates some marketers who casually borrow the language of content marketing, but it shouldn’t. Instead, it should be an opportunity to win over the C-Suite to the value or content strategy.
The difference between a marketing professional who dabbles in content marketing and one who fully understands content strategy is the ability to translate organizational goals into concepts, concepts into ideas, ideas into tactics, and tactics into a system that can be defined, measured, and adjusted over time.
A good, effective content strategist understands and appreciates the fundamental value of every business: revenue creation.