ARDMORE, Pa.--(BUSINESS WIRE)--“Thought leadership” and “content marketing” are the two hottest buzzwords in enterprise IT marketing today. And like the sizzling buzzword that came before it—social media—marketing leaders are jumping on the bandwagon, investing in campaigns designed to elevate the industry profile of key executives and claim a position in buyers’ minds.
Then the smoke clears, and they have to answer the question posed by their CEO and sales VPs: So where are the leads? And let’s not forget the question that follows, asked by their subject matter experts: So what are we getting for all the time I’m spending blogging, tweeting, and taking interviews?
The media clips are nice. But where are the leads? The answer to that question and more is in a new ebook just published by Gregory FCA, one of the top 50 public relations firms in America, and a finalist in the still-pending 2013 Ragan’s PR Daily Awards in five categories, including Best Content Marketing/Brand Journalism, Best Infographic, Best Facebook Page, Best News Release, and Best Op-Ed Piece.
The ebook, titled A Powerful Pairing: Connecting Content Marketing and Syndication for Enterprise IT Thought Leadership, reveals why most content marketing and thought leadership campaigns fail to provide measurable awareness and leads. And it shows readers how to connect these missing links to power up lead generation in their marketing strategies.
“CEOs and sales executives are asking their IT marketing teams to justify their investments in thought leadership, content marketing, and social media programs,” says Greg Matusky, President of Gregory FCA, Ardmore, Pa., and one of the book’s co-authors. “And they can only be convinced by abstract stats for so long. It’s great that page views and unique visitors to the website or blog are up. It’s wonderful that something was retweeted or liked a dozen times. But at the end of the day, all marketing is about revenue, revenue is about sales, and sales needs leads. If your SME thought leadership, content marketing, and social strategies aren’t connected to measurable lead generation, you need to read this ebook.”
In any organization, there are subject matter experts who toil to create great content, such as blog posts, white papers, presentations, videos, and more. But once they produce the content, it’s often a struggle to put it into action to generate leads and, ultimately, sales. What SMEs and their marketers often fail to realize is that content development alone is not enough. If you write it, they won’t come. Instead, marketers need to learn the techniques of content syndication and promotion covered in this ebook, so they can turn their content into the fuel that powers a reliable lead generation engine.
“Companies are investing heavily in marketing automation systems, such as Marketo and Eloqua, and discovering they are ill-equipped to feed these hungry beasts,” says Rich Levin, Senior Vice President of Content Marketing at Gregory FCA, and one of the book’s co-authors. “These systems have an insatiable appetite for content. It’s a hunger most marketing organizations struggle to fill with quality thought leadership materials. And while these tools automate all manner of marketing programs, they can’t close the creativity gap—the need to conceive, write, design, build, and most important, syndicate or otherwise promote the content. These gaps must be closed, and we show readers how to close them in this new ebook.”
IT marketers can get the ebook right now at http://contentmarketing.gregoryfca.com/it-ebook/. Greg Matusky and Rich Levin are also available for consultations.
ABOUT GREGORY FCA
Our clients are changing the world, and we make sure the world knows it through expert storytelling, strategic media relations, next generation digital communications, as well as content development and marketing strategies that leverage traditional and digital communications channels. Visit GregoryFCA.com for more information.
