Special Report - Inbound Marketing: The 4 Stages of Engagement
Additionally, trigger-based promotions with a call to action—timed to key events in the customer lifecycle, or to the change in seasons, to re-ignite a customer or prospects interest in and need for the brand's product or service—can be very effective at this stage.
Answer the question: "What next?"
Although content marketing programs that take each customer and prospect into consideration are the most successful, resources don't always allow them to be carried out in this fashion. According to the results of IMN's second annual content marketing survey, content marketing is a priority for marketers, but the marketing budget that is being allocated to it does not necessarily reflect its importance. Content marketing was a medium or high priority for 90 percent of respondents, but for nearly half of respondents (46 percent) it represented less than 10 percent of the marketing budget.
As more budget is allocated for content marketing programs, marketers will have adequate resources to develop content that they will be proud of (only 27 percent of survey respondents stated that the content their company distributes establishes them as a thought leader). This will allow marketers to put channel-specific strategies in place and utilize basic program tools, such as editorial calendars, to guide content topics and creation responsibilities.
Craig Fitzgerald is editorial director of Waltham, Mass.-based content marketing solutions provider IMN. Reach him at email@example.com.