By Josh Baez, Client Engagement Manager at Heinz Marketing
What is content marketing?
Content marketing is the lifeblood of your entire organization. And despite its name, it’s not only a tool for marketing or a second-thought hand-me-down for sales. In fact, content marketing isn’t really any one thing at all.
It’s best to think about content marketing as an entire process of identifying, creating, and delivering relevant content to the people in your customer journey. It’s the core of your demand generation engine and it’s an approach that can (and should) be used throughout your entire customer lifecycle—at every stage—from open to close to renewal.
Content marketing, at its best, facilitates consideration, drives decision, and creates positive, thoughtful experiences for your prospects and customers alike.
Having personalized, relevant content that’s readily available for marketing, sales, and customer success to utilize throughout your customer journey gives your company a significant advantage over your competition. It enables
