March 25th, 2013

Is Content the New Source of Sales and Marketing Disconnect?

Sales and Marketing

Content marketing has emerged as the “strategy de jour” for B2B marketers. According to the Content Marketing Survey Report published by E-Consultancy:

  • Over 90% of respondents believe that content marketing will become more important over the next 12 months.
  • Nearly three quarters (73%) of digital marketers agree that ‘brands are becoming publishers’.
  • Top content marketing objectives include: Search engine optimization, inbound lead generation, positioning a brand as a thought leader in your space

Marketing is creating all of this thought-provoking content and spending tens of thousands of dollars (or more) to license and underwrite research from industry think tanks. They are sprinkling content all over the Internet, optimizing it for the top search keywords to generate traffic and inbound leads, blasting it out to their email lists, and driving it through LinkedIn, Twitter and, even now, Facebook.

The most brilliant content in the world is only effective when it is engaging the right audience. Marketing and sales teams need to share information and ideas to ensure they are crafting content that is relevant AND drives new business.

In Richardson’s eBook – Content Marketing: How the Marketing Team Should Work With Sales we share insights into how the marketing team can align their efforts to with the goals of the sales organization to bring in more qualified leads.

About The Author: James A. Brodo

Jim Brodo is the former Senior Vice President of Marketing at Richardson. Jim brings over a decade experience to this position with Richardson, where he oversees all marketing and communications efforts for the organization including SEO, SEM, planning, public relations, advertising, lead nurturing, and brand strategy. Jim is currently focused on updating the corporate identity, especially through the use of organic SEO and SEM tactics. He spearheaded the implementation of professional social networking strategies, launch of the new website, updated messaging, and marketing materials. In addition, Jim is credited for creating a content marketing syndication strategy that focuses on adding value to clients and prospects. As the leader of the corporate marketing operations, Jim aims to strengthen Richardson’s brand as the top sales training company in the industry.

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James A. Brodo

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