Transcript: Capital efficiency in enterprise content marketing is the result of intentional and methodical content scaling. You have to have a plan and execute against it.
Hi, I’m Justin Talerico with Married2Growth and here’s some context around my recent article: Building a Capital Efficient Content Marketing Machine.
First of all, scaling is not reusing. Scaling is about leveraging credible and authentic original content as the foundation of many pieces across all stages of the buyer’s journey. In my role at ion interactive, we started with primary research and scaled the facts from that research into 10, 20 or 30 different assets. The result was efficient and coherent — with impressive demand-gen efficacy.
Planning how a primary asset scales for pre-conversion sharing; lead generation; inbound generation; sales enablement and customer marketing; gives you the perspective and foresight to develop that asset with all of its use-cases in mind.
For more about capital efficient, large-scale content marketing, read my recent article on Married2Growth.com. See you next time.