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

Rishi DaveExecutive Director, Digital Marketing@RishiPDave

Digital has changed buyer & marketer behavior

Buyers Marketers

Let’s look at buyers…

Buyers Marketers

Today’s buyer is self-driven

Source: CEB

Search and social are the new home pages

Top 2ways people find websites are organic search and social media

93% of Tech B2B customers conduct their research on the internet mostly via search engines

Source: Forrester Research and Google

Search is loving content more than ever

Social is loving content more than ever

Source: @DanZarella of Hubspot

Digital has changed marketing

Buyers Marketers

New marketing technologies enabled by digital

Content Management

Business Rules Engines

MarketingAutomation

DatabaseDMPs

Personalization

1:1 Marketing

CMS

Curation engines

All enabled by content

Content Management

Business Rules Engines

MarketingAutomation

DatabaseDMPs

Personalization

1:1 Marketing

CMS

Curation engines

Content engine keeps the system running

DiscoverContent

Platforms Capture Nurture CloseClose

Post-Purchase

Content Engine

• Search• Social• Influencers• Media

• By persona• By buying stage

Content engine provides high velocity, high volume, and high quality content streams

• Original

• Recycled

• Curated

• Aggregated

• Co-created

• User generated

Content platforms split by persona & buying stage

When the engine is running, you massively scale marketing costs and sales productivity

Content Engine $Close

The olden days…

Leads and spend

New model

Drive Content Streams

Engage Convert

Costs massively scale

Leads

Spend

Content Engine

1) Loyalty2) Acquisition

Branding happens magically

.

.

Without the engine, everything stops

DiscoverContent

Platforms Capture Nurture CloseClose

Post-Purchase

Content Engine

• Search• Social• Influencers• Media

• By persona• By buying stage

Scaling requires a new type of marketer

Content Technology Analytics

Thank youRishi DaveExecutive Director, Digital Marketing@RishiPDave

Questions?Rishi DaveExecutive Director, Digital Marketing@RishiPDave