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Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
Why Investing in Content Should be the #1 Priority of Every Marketer
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

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  • 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
  • 16. New model Drive Content Streams Engage Convert
  • 17. Costs massively scale 1) Loyalty 2) Acquisition Leads Content Engine Spend
  • 18. Branding happens magically ..
  • 19. 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
  • 20. Scaling requires a new type of marketer Content Technology Analytics
  • 21. Thank you Rishi Dave Executive Director, Digital Marketing @RishiPDave
  • 22. Questions? Rishi Dave Executive Director, Digital Marketing @RishiPDave

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