This document discusses tips for aligning content marketing efforts with business goals, including: 1) Defining quality content as useful, well-researched content that solves problems or provides value; 2) Tapping into the total addressable market through advanced data to understand pain points and market trends; 3) Experimenting with different content types depending on the marketing stage, from infographics for early stage to ROI calculators for late stage.

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Demand Generation
Coffee Talk
with ScribbleLive.

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Chris Hart
Director of Client Services,
ScribbleLive
Welcome
Mary Ward
Chief Customer and Marketing
Officer, ScribbleLive
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Turning Your New Audience
into the Right Audience
Tips for Aligning Content Marketing
Efforts with Your Business Goals

4. The definition of quality content
How to tap into your total addressable
market (TAM)
How to successfully experiment with your
content
How Do You Turn
Your New Audience
into the Right One?
Let’s look at the following:
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What Does “Quality Content” Mean?
Useful
In order to be “quality,” content should be well researched and relevant to be:
Ask yourself: how can you create content that will
bring educational value or help in solving a problem?
Resonate Action-driven
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6. Launch a small poll post-webinar or
a Hotjar survey on your site with a few
industry-specific questions or messages
you’re testing.
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Reach out to your top 20 customers with a
brief survey.
Consider using a tool powered by AI to do
your market research for predictive trends
and market insights.
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3 Tips for Creating
Well Researched,
Relevant Content

7. Tap into TAM with Advanced Data
UNCOVER THE
PAIN POINTS
RESEARCH
YOUR TAM
TELL THE
RIGHT STORY
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EARLY STAGE
Create an Infographic
or Basic eBook
Content Experimentation in
Different Stages of the Journey
MIDDLE STAGE
Host a Webinar
LATE STAGE
Consider an ROI
Calculator
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9. 40 Page PDF Report Single Page Interactive Infographic
How to Repurpose Your Content
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TIP: Sit down with your sales team and find out what kinds of conversations they’re having.
What content has been effective in conversations they’ve had further down the funnel?
What questions are those buyers asking?

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