About The Content Experience Show:
Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.
Apple Podcast Reviews:
It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.Jared Johnson Piano
I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.The Marketing Book Podcast
David B. Thomas, Senior Director of Inbound Marketing at Leadspace, joins the Content Pros Podcast to share his approach to mining data for effective and motivating content that generates leads and closes sales.
Data Mining for Content
It’s easy to spend a lot of time on crafting the perfect content for your product. From blog posts to social to video, the different vehicles to propagate your content can keep you busy for hours. Once the message is ready for delivery, there is nothing more satisfying than hitting send.
However, without the properly reviewed data, hitting send on the perfect content could actually hurt your sales and completely undo all your hard work.
With 20 years of B2B marketing experience (the past 8 of those years focused on content and social) Dave understands how to balance creativity with data. His thorough approach to pairing compelling content with vetted data led a unified content and social media marketing team at Salesforce that generated 15% of all valid leads in North America in 2014 and more than $150MM in pipeline.
Combining Dave’s expertise in content and skill with data ensures that every piece has the best possible audience to make the largest impact on your business.
In This Episode
- Why effective content marketing means taking the information you already have and customizing it for your audience
- How careless and shallow personalization leads to a decrease in content efficiency
- Why successful account-based marketing means having a vigorous content marketing plan
- How up-to-date customer data leads to more accurate content
Quotes From This Episode
“Content marketing is a vital part of account-based marketing.” —@DavidBThomas
“We think about SEO, but know it’s a crowded space.” —@DavidBThomas
“Most of it is coming up with the idea and making sure it’s aimed at the right people.” —@DavidBThomas
“Marketing is not talking to sales.” —@DavidBThomas
“The lack of connection is what dooms campaigns.” —@DavidBThomas
“Try to figure out what you or your company knows, can bring to light, or what you can pull together from a group of partner companies that will help your audience better understand how they should make decisions.” —@DavidBThomas
“Data is a great source of content.” —@DavidBThomas
- Stat of the Week: The average corporate database is 50-70% out of date.
- David B. Thomas on Twitter: @DavidBThomas