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  • April 19, 2018
  • Article
  • Harvard Business Review (website)

4 Ways to Improve Your Content Marketing

By: Frank V. Cespedes and Russ Heddleston
  • Format:Electronic
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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.

Keywords

Marketing; Marketing Communications; Sales; Performance Improvement

Citation

Cespedes, Frank V., and Russ Heddleston. "4 Ways to Improve Your Content Marketing." Harvard Business Review (website) (April 19, 2018).
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About The Author

Frank V. Cespedes

Entrepreneurial Management
→More Publications

More from the Authors

    • January 2023 (Revised January 2023)
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    Belden and Digital Transformation: From Product Sales to Solutions Sales

    By: Frank V. Cespedes and Amy Klopfenstein
    • November 15, 2022
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    Using Simulations to Upskill Employees

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    • October 2022 (Revised December 2022)
    • Faculty Research

    Aphro Beverages

    By: Frank V. Cespedes and Amram Migdal
More from the Authors
  • Belden and Digital Transformation: From Product Sales to Solutions Sales By: Frank V. Cespedes and Amy Klopfenstein
  • Using Simulations to Upskill Employees By: Frank V. Cespedes, Trond Aas, Alex Hunt and Huw Newton-Hill
  • Aphro Beverages By: Frank V. Cespedes and Amram Migdal
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