By almost any measure—including the growth in the number of companies focused on selling to marketers and the number and size of investments flowing into this category—the story remains as it has been over the last several years…MarTech is hot. Organizations large and small are adopting more marketing technology to identify, engage, acquire and manage their prospects and customers. It’s been fun to see Marketo LaunchPoint partners prominently represented among the outdoor displays. Marketing categories that have been the most visible include:
Content marketing is the process of creating valuable, relevant content for the purpose of attracting, acquiring and engaging your audience. While content marketing can be anything your organization creates to share its story, it only qualifies as content marketing if it aims to drive customer action. Today your buyers and customers are thrust into a crowded market filled with marketing messages – up to 2,900 per day. As a result, marketers are challenged by attention scarcity. So how does content marketing help?