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If you are a marketer in a software company you will know, it is not easy to constantly produce great content that will lubricate each stage of the buying process. It is even harder when you are working to balance the mix of your marketing activities between brand and lead generation. On the lead generation you will be working on traditional outbound tasks (e.g. events, advertising, telemarketing, email list and direct marketing) and some newer inbound tasks (e.g. Website, SEO, Social Media, Blogs and Campaigns). This presentation shows ten ways for you to build a stronger content capability that will help drive the success of our inbound mix.