As content marketers, we know that content is much more than a simple by-product of other marketing activities. Content is in and of itself a valuable asset to every enterprise and institution because it influences and drives participation activity and buying behavior. According to the HubSpot article, Why Your Marketing Content is an Asset, Not a Cost:
“We invest in technology, equipment and people to grow our businesses without hesitation. So, why wouldn’t we do the same with our content? It’s time to finally categorize content as an asset and treat it like you would any other company asset. After all, your brand, unlike a building or inventory, never depreciates. Your brand is your greatest asset, and your content tells the story of your brand.”
At MarkLogic, we seek to use content to drive the purchase of our technology by increasing leads and conversion rates of prospective customers and by promoting additional (expanded use) purchases from our existing customers.
To make this work, we need to:
- Plan, create and deliver high-quality, relevant, meaningful and personalized content
- Share content over digital channels to grow visibility and brand awareness
- Write for humans, but with SEO in mind! As our content is shared, links back to our website will boost our search engine ranking