April 19, 2018
Article
Harvard Business Review (website)

4 Ways to Improve Your Content Marketing

By: Frank V. Cespedes and Russ Heddleston

Format:Electronic

Abstract

In the past decade, content marketing has become a widely established practice. Companies have hired writers and chief content officers to run departments as well as create blogs and other materials—in the process, some have assured sales people that content marketing can mean the end of cold calling. The authors examined 34 million interactions between customers and content on DocSend’s platform, which is used daily by organizations across a variety of sales contexts. The result is empirical data and a good starting point for examining core aspects of any content marketing initiative. The authors found that prospects spend less than three minutes on content, mobile is less important than advertised, one day of the week isn’t better than others, and case studies are most preferred.