The Business Case for Agile Content Marketing

How to Get More Traffic and Leads from Your Online Marketing Efforts

The true power of content marketing is in building an audience. Rather than joining the constant rat race of conventional online lead generation, an audience puts your business into an entirely different space within your industry. What is it exactly about content marketing that leads to higher revenue and more profit? Why is this type of traffic, and these type of leads, better than others? This ebook delivers the answers.

 


The Business Case for Agile Content Marketing

The Business Case for Agile Content Marketing

The Business Case for Agile Content Marketing

The Power of Audience

The subtitle of this ebook refers to traffic and leads, because if you ask any business person charged with exploring effective online marketing tactics and strategies, they’ll say that’s they want. That’s what ultimately leads to sales and profits, right? Content marketing done correctly will get you traffic and leads. No doubt about that. But the true allure of content marketing is in building an audience. Rather than the constant rat race of conventional online lead generation, an audience puts your business into an entirely different space within your industry. Rather than buying access to an audience from the media, your company becomes the media. In the process, you build an owned media asset (your content website) that gets more powerful and valuable each month and each year that you continue producing content. Soon, you’re enjoying benefits from your owned media asset that make the initial goals of traffic and lead generation seem almost quaint. But let’s not get ahead of ourselves. THE BUSINESS CASE FOR AGILE CONTENT MARKETING 5 What is it exactly about content marketing that leads to higher revenue and more profit? Why is this type of traffic, and these types of leads, better than others? How Do People Decide to Buy? The evidence is unmistakable — the internet has completely upended the lead generation and sales process. Prospects are not waiting to be sold to — they’re proactively gathering information, soliciting peer recommendations, and making decisions about you and your competitors … before you realize anything is happening. This means that prospective buyers have a preconceived frame of mind about your company before your traditional marketing machine even steps to the table. To say this may not be optimal is a massive understatement. Even worse, they may not find any significant difference between you and your competition at all. At this point, it becomes all about getting the lowest price.

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