Earlier this week I attended MarketingSherpa's B2B Marketing conference in Boston, where the challenge of creating adequate content to drive lead generation and lead nurturing activities was one of the hottest topics. As we know from our own research of high-performing marketers, sourcing content in multiple modes that speaks to prospects across the buying cycle and across buyer personas is no small task.
Our Executive Benchmark Survey found nearly half of marketers who participated don't think (or aren't sure) they have enough content to fill their marketing needs. And we know from experience that the real number is even higher, as some marketers who think they have sufficient content find different when they really dig in through an audit or assessment.
Next week we'll be offering some insight into this issue with a live Webinar, "How to Cure the Content Headache." You can register here.
Meantime, here are a few of the more interesting suggestions/insights I heard at MarketingSherpa regarding content:
- Great idea from Julie Wisdom of Babcock & Jenkins: Look into existing games and other "fun" engagements that can be repurposed and rebranded. When I think about the countless hours we put into development of our annual holiday greeting, repurposing existing development sounds pretty good to me. There's a time for custom development, to be sure, but a lot of organizations don't have the skillsets and bandwidth for that. Julie showed some fun examples such as an interactive golfing game produced for Intel.
- InTouch CEO Brian Carroll and two members of the MarketingSherpa team, Research Director Stefan Tornquist and Senior Reporter Sean Donohue, provided some insight into the disconnect between what marketers think end-users want to consume...and what end users really want to consume. Most surpsing to me was the disconnect regarding case studies--their research indicated marketers may be more enamored than end-userse of case studies involving business process improvement.
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