The Secret to Driving Revenue With Content


I recently sat down to review the findings from the Content Marketing Institute's 2016 Benchmark, Budgets, and Trends report.

I was disheartened.

While content marketing continues to be recognized as critical -- eighty-eight percent of B2B marketers invest content marketing -- hardly any companies are reaping its benefits. Only six percent of marketers surveyed think their company's use of content marketing is "very effective."


Where are we going wrong?

The answer is simple: like moths to a flame, we marketers tend to chase after the latest channels, tactics, and tools rather than creating a solid content strategy to fuel those channels, tactics, and tools. The Adobe ad below portrays this phenomenon perfectly:

The real secret to driving revenue with content is to identify:

  • What content you're going to create

  • Why you're creating it in the first place (what key themes, strategic initiatives, and/or pain points does it address?)
  • Who it's for, and who is going to create it
  • Where you're publishing it (email, social, blog, webinar, video, etc.)
  • When you're publishing it, and how you will communicate those dates internally
  • Having a documented strategy pays off. Sixty-four percent of the (albeit small) group of sophisticated marketers with a content strategy say they are effective at content marketing.

    It's tempting to reach from one shiny marketing tactic to the next. But if you want to drive real value from your content, resist the urge.

    For a step-by-step guide to buildling successful content marketing campaigns, check out the eBook, "The Complete Guide to Building Your Content Marketing Workflow."