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Published on Apr 25, 2012
The question for most midsize businesses when developing content for marketing is what topics should they use. Now, let me suggest that content marketing is about framing the conversation by making a valid argument and using evidence. The topics must come directly from your users' inquiries. If you don't know what problems customers are trying to solve, we have a much bigger problem here.
So, if you do understand the domain expertise they're looking for, then the real issue is choosing topics that correlate to their sales stage, and at the same time move them to an informed buying decision.
Brian Kardon was recently named a Top 10 Global CMO for companies under $250 million in revenue by The CMO Institute and a Top 15 CMO on Twitter by Social Media Marketing Magazine. He is a Board Member of the Software & Information Industry Association (SIIA) and an active member of The CMO Club. He is a smart CMO.
I asked him what companies need to grasp to align their content to close more business. Here is what he had to say.
This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet.
About Steve Farnsworth @Steveology Social media, communications, and content marketing. Strategy and implementation that generate leads, builds customer loyalty and word-of-mouth buzz. Contact 650-331-0594 to see how you can increase your market position and sales.