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

  1. 1. Why Investing in Content Should be the #1 Priority for Every Marketer Rishi Dave Executive Director, Digital Marketing @RishiPDave
  2. 2. Digital has changed buyer & marketer behavior Buyers Marketers
  3. 3. Let’s look at buyers… Buyers Marketers
  4. 4. Today’s buyer is self-driven Source: CEB
  5. 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. 6. Search is loving content more than ever
  7. 7. Social is loving content more than ever Source: @DanZarella of Hubspot
  8. 8. Digital has changed marketing Buyers Marketers
  9. 9. New marketing technologies enabled by digital DMPs Personalization Database CMS Business Rules Engines Curation engines Marketing Automation 1:1 Marketing Content Management
  10. 10. All enabled by content DMPs Personalization Database CMS Business Rules Engines Curation engines Marketing Automation 1:1 Marketing Content Management
  11. 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. 12. Content engine provides high velocity, high volume, and high quality content streams • Original • Recycled • Curated • Aggregated • Co-created • User generated
  13. 13. Content platforms split by persona & buying stage
  14. 14. When the engine is running, you massively scale marketing costs and sales productivity Content Engine Close $
  15. 15. The olden days… Leads and spend
  16. 16. New model Drive Content Streams Engage Convert
  17. 17. Costs massively scale 1) Loyalty 2) Acquisition Leads Content Engine Spend
  18. 18. Branding happens magically ..
  19. 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. 20. Scaling requires a new type of marketer Content Technology Analytics
  21. 21. Thank you Rishi Dave Executive Director, Digital Marketing @RishiPDave
  22. 22. Questions? Rishi Dave Executive Director, Digital Marketing @RishiPDave

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