In many larger organizations, sales folks are trained to become “trusted advisors” to their accounts. To attain this status, account managers need to demonstrate a deep understanding of the customer’s environment and pains and offer valued advice and support. It strikes me that this is exactly the goal of a great content marketing strategy.
The shift in marketing from selling to buying will drive a shift in the way we market and the way we organize marketing departments. Are Messaging, Content, Customer Retention and Visibility getting the focus they deserve from your marketing team?
The marketing content we used to create compared with what we are building now is vastly different. Yesterday’s marketing content was about communicating, today it’s about building things that are useful.
Content marketing is becoming the cornerstone of a modern marketing plan. Here are some tips on how to do better content marketing (plus links to some great content marketing resources).