Why CEOs Should Care About Content Marketing

Joining us for today’s show is David Ciccarelli, the CEO of Voices.com, who specializes in content marketing. This is an area David has developed deep expertise in, so his business is fueled with great content. David answers questions from the How to Make Your Number in 2018 Workbook, to access emerging best practices for content marketing. Turn to the Marketing Strategy section and flip to the Content Strategy and Planning phase on page 270. Today we're going to be discussing how to earn brand preference by satisfying the information needs of your target customers and prospects.

Why this topic? Producing and distributing content for everyone means you're really doing it for no one. For content marketing to generate revenue, you have to know exactly what your customers need, where they need it, how often they need it, and in what form they need to consume it. Miss any of these items and others like them, and your content marketing efforts will fail to contribute to revenue growth in any meaningful way.

David is uniquely qualified to speak on this topic as a CEO who understands the power of content marketing to drive his corporate growth strategy. Listen as David illustrates how to manage your content marketing team to maximize your business’s productivity and increase its profit.

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In your business, what reasons do you have for creating content and how does it help your business?

Well I think one of the first things every executive needs to consider is really the buying cycle that a prospect will go through. We've all probably heard the times where a customer would say to us after they've made a purchase, “I wish I knew about you five years ago!” So, really the disconnect there is that there is no awareness. They may not have even known that your company existed. The first phase of that buying cycle is generating awareness, and content feeds right into that. From there, you're moving to the acquisition of a lead and the conversion of that lead into a customer.