A genuine framework to operationalise your inbound (or content) marketing
We're big fans of the marketing that Eloqua do, much of it with designers JESS3, they do inbound/content marketing so well - it's gold standard stuff in terms of best practise. Check out their Revenue Blog, Revenue SlideShare and their Revenue Stream. One of their most popular, highly effective, awareness generating pieces of content (this blog being a case in point) is their Content Grid, which has just had a refresh, see below.
This v2 builds upon the original (see right at the bottom) - illustrating the connection between content type and distribution channel. It now adds on the perspective of the buyer, the concept of a multi-stage conversion funnel, and a comprehensive collection of KPIs, we blogged something related to those KPI's earlier this week for content marketing. As Eloqua remind, “What isn’t measured, isn’t purchased,” we couldn't agree more.
Also - want to create your own infographic? - here's how they did it.
If you've not seen their original, award-winning Content Grid infographic below. it seeks to plot content type (yellow) and content distribution channel (red) across the two dimensions of how it should be leveraged (consideration or awareness) and how much of the team or company should be using or creating it.
Worth a ponder - what do you think?
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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