Building A Content Strategy For Demand Marketing

Content is the foundation of effective demand marketing, but most organizations lack a coherent content strategy that aligns with buyers’ information needs. As a result, content creation and management are ad hoc processes in many organizations and an afterthought in others. This leads to the inefficient use of resources, underperforming demand programs, and marketing departments overwhelmed by the need for more targeted assets. This report illustrates how proven approaches and critical insights can create highly effective content strategies that drive successful demand marketing programs, increased efficiency, and continuous improvement.