forMarketer - First Content Marketing + ABM + Sales Enablement Platform

Your customers will buy differently in 2019. Before purchasing, the first thing they will do is an online search. Probably they will not see your ads, since more than 400 million people have ad blockers installed. They will not look for traditional marketing or sales content either, but for social, informational and educational content. Aware of this new behavior, the goal of marketing professionals today is to generate content pieces that have an impact on their customers during the online search. But the traditional marketing messages do not work anymore and are being relegated by Google RankBrain; effective content is about building thought leadership first and closing sales as a consequence of that. Welcome to the new world of Content Marketing. Content Marketing is a new marketing discipline that has evolved to respond better to the new way customers buy in the digital era. Nowadays, before purchasing anything, the first thing we almost always do is an online search. We try to get as much information possible to help us to make the best buying decision, and the information we find has an impact in our buying decision. It is very important to highlight that when we do this initial online search we do not look for traditional marketing or sales content, but for social, informational and educational content. Content marketing is, therefore, mostly about building thought leadership. Aware of this new behavior, the goal of marketing professionals today is to generate content pieces that have an impact on our customers during their online search. In order to achieve this, companies have substantially increased not only the quantity of the content they produce but also the quality of this content. A Content Marketing Platform is a software application that helps to manage the content marketing process. Content Marketing Platforms are used both by companies and agencies. An agency may use a content marketing platform not only for their internal content process but to help them manage the content marketing process of all their clients. Most Content Marketing Platforms help to manage at least four main areas: * Content Strategy: goal-setting and defining a plan to reach these. * Content Production: organizing the content production workflow of your team. * Content Distribucion: publishing the content in different channels. * Content Analytics: measuring results of the content. Apart from these four areas, we have included a fifth one: * Content Experience Management: optimizing the way content is used in a company after its initial publication. Thanks to the productivity achieved when implementing a content marketing platform, companies substantially increase content output. This, however, comes with two drawbacks: many of your users get lost amidst the abundance of resources, not finding the relevant information for them. This results in many content pieces not getting found and so getting wasted. Content Experience is a new marketing discipline created to solve these two problems.

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