Inbound Marketing isn’t what it used to be. It’s no longer enough to publish a blog post every week, create 1 - 2 landing pages to offer your latest checklist or ebook and then wait for the leads (and sales) to start rolling in.
Generating leads is easy, activating leads is not. Today most companies that have implemented inbound marketing or demand generation for years are experiencing Lead Activation Syndrome (LAS). They’ve filled their “top of funnel”, often with more leads than they can manage.
But instead generating higher volumes of quality sales conversations, opportunities and, ultimately, sales; it’s created more work, more complexity and more costs. Success has been diminished to creating incremental revenue growth, driven more by increased sales headcount and velocity than the leverage that the promise of Inbound was built on.
Content Experience Playbook
Utilizing content in a way that actually influences the actions and decisions people make requires focusing on five areas:
The Right Content Mix
The type of content you use and how you choose to deliver your message and insight can be just as important as the content itself.
Ease of Accessing the Right Content at the Right Time
Each piece of content you create has a job to do. A strong content experience, one that generates revenue, ensures that every piece of content is aligned to the job that must be done.
How & When Content Is Used
Content is important, but context is crucial. An effective piece of content in one scenario but be highly effective in another (and vice versa). The utilization plan is every bit as important as the quality of the content created (and often it's even more important).
Promotion to Engage
If the right people don't know about your content or can't access it effortlessly, then your content won't produce results.
Measuring & Adjusting
If you're not measuring the effectiveness of your content, it's nearly certain that your content won't be effective. But, you must be careful what and how you measure, as because if you measure the wrong things or measure in the wrong way you'll struggle to make your content effort powerful.
