Content marketing is about drawing people close to your sphere of influence and then turning them into engaged audiences. Additionally, good marketing generates interested visitors to become shoppers, and then over time, transform them into advocates of the brand.
- Arrow Electronics has a team designed to create audiences through webinars, email newsletters, and smart use of data.
- Symantec evolved their content approach from a campaign-focused demand gen team to a team focused on audience building and creating content for marketing.
- Monster.com created a career and advice center, and spent 18 months optimizing SEO, resulting in an impressive four million job searches, a 65 percent conversion rate and 48,000 new members.
“An engaged, addressable database is one of the most valuable assets any company can have”