Create a Robust Content Marketing Program

Step Three of Ten Steps To Marketing Relevance
Don’t Underestimate the Value of Content Marketing

In my last post, Be a Thought Leader, we discussed why thought leadership sits at the pinnacle of content marketing.  Now let’s back up and look at content marketing as a whole.  What exactly is it?  The Content Marketing Institute says: “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

MktgProfs content marketing goals
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More and more, organizations are using content marketing to drive customer action and achieve corporate goals such as brand awareness, customer acquisition, lead generation, and customer retention.

Many effective content marketing programs are built around primary research on customer experience in an industry.  But research and content development are not cheap, so companies shifting budget there. 

MktgProfs content marketing budgets

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According to Marketing Profs’ 2013 B2B Content Marketing Report, the average spend is now 33%, up from 26% two years ago.  Marketing Profs also reports that companies rated as “highly-effective” content marketers spend more money across more channels, tailor content to customer profiles, and plan to do more of those things. 

As we all know, companies don’t shift budgets this way without anticipation of ROI.  Content marketing is becoming a mainstream marketing approach because it works. While I can’t reveal proprietary data, I can verify that the content marketing programs I have created for my employers have shown >400% ROI in the first year, have become part of brand and sales scripts by year two, and have started significant contract conversations by year three.  In my experience, it pays to have your story straight.

About Lorena Harris

Lorena Harris has more than 20 years of marketing leadership experience with large business service companies. Her expertise is in designing research-based content marketing programs for brand building and demand generation. Since earning her MBA from Duke, Lorena has built revenue-generating marketing programs for $B+ B2B service companies such as Fiserv, First Data and Vantiv (financial services), ADP (employee benefit services), Convergys (contact center services) and Donnelly (publishing services). More information available on
This entry was posted in B2B Marketing, Content Marketing, Customer Experience, Customer Experience Research, Thought Leadership, Uncategorized and tagged , , , . Bookmark the permalink.

2 Responses to Create a Robust Content Marketing Program

  1. Tangerine Digital says:

    Hey Lorena, a very useful one, must admit. You have nailed it. All the do’s and don’ts provided by you in your article are a great insight to powerful Content Marketing Tactics. We at Tangerine Digital ( be on the same line and accept that -“Content is King” and work in full flow towards achieving good quality, interesting and engaging Content for our clients at different Digital Platforms.
    Thank you so much.
    Team Tangerine Digital

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