Six ways to be efficient and effective in creating content that will achieve automation and scale.
With B2B buyers spending more time researching online before making a purchase decision or issuing a request for proposal (RFP), it's critical to take steps toward marketing automation. Many things go into bringing marketing automation into your organization and, unfortunately, it's not as easy as just picking the right technology partner.
Along the path to automation, there are many potholes that can derail you from achieving automation and scale. One of these potholes is lack of content resources and, this month, I'd like to focus on ways to be efficient and effective in creating content.
It's not enough to create content for the sake of content. It needs to be relevant and compelling enough to draw people in, keep them engaged, and ideally take a desired action. As all marketers know, creating content takes time and resources. With these being precious and limited, here's the ultimate checklist that can guide your priorities and provide you with impactful output.
When you start planning your next marketing campaign and need to scope content development, I hope this checklist will help you come up with an efficient plan.
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Stacie is senior director of marcom and PR at Kenshoo, a digital marketing technology company backed by Sequoia Capital, Arts Alliance, and Tenaya Capital. Kenshoo powers nearly half of the Fortune 50 and all 10 top global ad agency networks.
Prior to joining Kenshoo, Stacie worked as director of client strategy and development at Resolution Media, an Omnicom Media Group Company. In this role, she was responsible for overseeing the growth of key accounts, in addition to leading Resolution Media's account management practice. During her tenure, Stacie led relationships with brands like Bank of America, Gatorade, Norwegian Cruise Line, Restaurant.com, Sirius XM, and State Farm, while working with partner agencies to ensure all search programs are integrated into the overall marketing mix. Prior to Resolution Media, Stacie worked as an account manager at Nielsen Claritas. There she was responsible for managing and growing relationships with key clients, such as Sprint, US Cellular, Alltel Wireless, and Charter Communications.
Stacie graduated from the University of Wisconsin - Madison with a degree in Marketing. When she's off the clock, Stacie enjoys yoga, rooting for Wisconsin football teams, and exploring her new state, Colorado.
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Wednesday, July 23, 2014