I get to meet a lot of professionals in the marketing, advertising, communications and public relations industries where topics of conversation often revolve around content. Concerns about where to start, what tactics work best, how to plan, produce and promote all come into play right along with staffing, integration with other channels and measurement. Of course, if you try hard enough you can worry yourself out of a job when it comes to developing a solid approach with content marketing
While I’ve been in New York this week for the B2B Content2Conversion conference, I’ve been reflecting on some of the most common issues I see with companies trying to leverage content for increasing leads and sales. Many companies new to content marketing miss important steps and without checklists or processes, content marketing contribution to leads and sales can be unimpressive.