'Twas The Tight Before Christmas [Content Marketing Edition]
'Twas The Night Before
'Twas the night before Christmas,
and all through the organization,
Not a marketer was stirring, not
even interns in the corporation;
The blog posts were scheduled on
the editorial calendar with care,
in hopes that the viral content
would get the audience to share.
The buyers were nestled with mobile
email in their beds;
While visions of after-Christmas sales
danced in their heads;
And the CMO in the meeting room, and
I with my agile methodology,
Had just settled down for a long talk on
When out on the Internet there arose
such a chatter.
We sprang from the meeting room to
see what was the matter.
Away to social media we flew like a
Tore open Hootsuite and pulled up the
Twitter mentions dashboard,
The audience found their way to the
newly posted content,
Drawn in by authoritative writing,
they began their descent,
Made their way down the marketing
funnel to sales staff below.
When what to my wondering eyes did
But eight new big accounts -- a great end
of the year!
With a sky-high click-through rate so
lively and quick,
I knew right away our onboarding
content needed to be slick.
More rapid than eagles, the pre-sales
questions they came,
And we sent out FAQs and white papers and
personalized emails by name,
We saw all our buyer personas, and
discovered a few more,
There comes Tech-savvy Tom, Middle-aged
Mindy and Executive Lenore!
Now Price-conscious Patty, Data-Driven
Dave, and Sarah from Baltimore!
To the top of the prospect list! To the
start of the order tray!
Now to split test our calls to action before
they all dash away!
The content marketing department
awoke with a cry,
To strategize on ways to keep interest
When we planned our marketing
automation content for the
We looked at our target metrics
and put the audience in a
There were articles and data
sheets and drip emails all afoot,
And it was time to maximize the
content production output.
No winter slowdown for us,
no one left out in the cold,
Visions of high conversion rates
and inbound leads were foretold,
Thanks to our data analytics
solution working overtime,
Telling us how long people
stayed, where they left, where
they gave us airtime.
Our CEO spoke not a word,
but went directly to his work,
He paid all the holiday bonuses,
then turned with a jerk,
Gave a curt nod, and strode from the
office like a missile,
Got into his car,
and then blew a sharp whistle,
And we heard him exclaim, ere he drove
out of sight--
marketing to all, and to
all a good night!"