The subject of Content Marketing is getting a lot of discussion - and for good reason.  The messages companies send out to the marketplace take a lot of time and expense and few are realizing acceptable returns.  A recent study shows that most marketing messages are void of relevant content.  Many messages still have content about products and services the company offers rather than having content that helps their prospects or customers make informed decisions.  The problem of poor messaging will only get worse as we all get busier and as marketing channels allow the recipient to “self-select” what they are interested in. It’s more critical than ever to create relevant content that is appropriate at various stages of either the customers buying cycle or their life-cycle.  Scott Maxwell, Senior Director or OpenView Venture Partners recently was quoted by B2B magazine:  “I think it is the single most important thing as a marketer that you can do - develop relevant, valuable content for your target segment(s).”

This is even more critical in the context of lead management and customer nurturing programs, which are becoming more sought after as viable methods to increase the productivity of customer acquisition and retention.  The message sequences within these programs must model the customers buying cycle and reflect content that is appropriate at each stage.  This is not easy, but, it is critical - and there’s help.   I recently came upon the Content Marketing Institute (CMI).  It is a relatively new resource that is designed to help companies develop compelling, relevant content.  If you have not yet visited this site, you’ll find it quite interesting. As a company that focuses on Demand Generation processes, we know first hand the difficulty our customers have with developing good marketing messages.  Fortunately, there are resources coming to market that offer help.  CMI is just one.  I’d be very interested in other resources that are available.

You know that when you specialize in something, you become familiar with the jargon of that specialty.  This can create communication issues as you may take for granted that others understand the jargon and know what you’re talking about.  Well, recently I’ve realized that I’ve been taking for granted that some prospects I’m talking with understand what many readers may be very familiar with - Drip Marketing.  This caught me by surprise.  I assumed (and we all know what ASSUME means) just about everyone knows what drip marketing is.  Well, now I know better.  So, I thought I would attempt a little blog education.

Drip marketing is a systematic way to stay in touch with both prospects and customers.  It involves a series of sequential “touches” with one or more marketing channels.  Typically, it involves direct mail and email, as these are the easiest to implement.  And, most drip marketing campaigns are part of database marketing.  But, many drip marketing programs or campaigns are not structured or managed well.  Effective drip marketing requires much more than sending a series of messages or a monthly newsletter.  It should consider the unique interests of each recipient, it should consider how they behave or react to each message, it should consider the frequency of each message and there should be a specific strategy behind the campaign, including offers and calls to action.  In addition, technology comes into play. There are many programs that allow you to build drip marketing campaigns - some are simple and send only emails, some will allow you to send emails and direct mail and, at the high end, there are programs that have features that allow you to more fully automate the messages that take into account the behavior of the recipient.

Whatever the size of an organization, there is much to be gained by implementing drip marketing.  Done properly, drip marketing can be a tremendous boost to the productivity of a sales team.  Leads can be nurtured and qualified before a sales rep gets involved.  Using effective drip marketing will extend the reach of a sales team.  In today’s tough marketplace, you need every edge and drip marketing can be very effective.
So, hopefully I’ve learned my lesson on jargon and perhaps a few readers now know a little more about drip marketing.  I always welcome what your thoughts may be.