Why content marketing is critical at every step during the customer journey
The impactful content marketer is a digital revolutionary, analyzing and executing where it matters on the sales funnel. Develop a clear and consistent value prop as the feeder of your content so your messaging and assets have impact and demonstrate how you can meet your customers’ needs.
Top of Funnel: Today, your leads have their own compass while also being strategically targeted by powerful machine learning-based platforms. Attract customers to your brand by inspiring them to begin the journey with you so you can effectively build the relationship during the sales cycle. Start by developing an engaging and fascinating portfolio of awareness and thought leadership campaigns and content using results-driven tools and targeted channels that will fuel your marketing programs and convert with offers that inspire the next level of the journey.
Middle of Funnel: Inbound prospects and leads are looking for solutions to their business challenges beginning with their own online journey of search and discovery whether it’s online Google research or investigating expert trade sites.
Outbound prospects are nurtured with purposeful thought leadership content that satisfies their thirst for expertise and brings them to a new level of understanding of industry best practices and your solutions portfolio.
Bottom of Funnel: Provide content to the digital marketing and sales teams which will lead prospects to the close using customer testimonials, competitive analysis, product and implementation guides, and a clear ROI — for the big close-win and a future of loyalty as a renewing customer and advocate.
How do you move the needle?
Delivering targeted, strategic funnel-based content provides powerful opportunities for growing revenue.
Description of what it is
The competitive differentiators
Whether working with a well-oiled machine, building from scratch, or refining and transforming a process, internal communications, leadership, and technology skills are the backbone of success. Because process is so much about people, I find that many of my seemingly unrelated skills such as communications and educational outreach, and even branding and PR skills, are necessary. Because process is also so much about technology, my skills in application development and technical documentation are often key.
Faulty processes are very often where conflict erupts, and their resolution is how such conflicts can be abated. If one is creating a new process that requires people to do things differently, expect resistance, and expect to need branding and selling skills. Also, developing a program for educational outreach is crucial so that people can call the process their own. Of course for any expectation of success, management must have clear objectives and must support the necessary steps for development. The goal of process is similar to UNIX’s ps -e and ps -l commands —quietly working away in the background, creating good results.
Distinguish a high-impact website from an ordinary one with video, branded images and color, relevant concise engaging content, clear ROI, and thought-leadership resources. Program the back-end for a multi-channel, social, integrated experience that ensures your company is visible and top-of-mind, and that customers are fully engaged with all the information they need.
“Without credible communication, and a lot of it, employee hearts and minds are never captured.” -John P. Kotter, Leading Change
Why do training and development? Educational outreach creates bridges for better understanding and skill. Training builds teams, creates departmental processes, and very importantly sells product and services.
Established Track Record
This recommendation is based on knowing and working with Maritza Marie Dubec for four years. I hired her as the team IT lead to create a strategic communications plan for an exploration project called WebFountain which became a key building block for IBM’s text analytic efforts. I am a Distinguished Engineer at IBM and Chief Innovation and Operations Officer of IBM’s Almaden Services Research. Maritza created white papers and technical documentation that were the foundation for marketing exposure in publications like the New York Times and Computer World. After Web Fountain she went on to lead development IBM Redbooks that provide technical and marketing support for IBM Global Business Services. Net of the above, Maritza is a creative difference maker who delivers.
-Norm Pass, Distinguished Engineer Emeritus at IBM / Research
“As an advisor consulting on Maritza’s Cisco video work, I was most impressed by her creative vision, positive attitude, hard work, mastery of the details, and clear business objectives. As a skilled producer, she was very adept at guiding her camera and editing team for an impressive yet low cost final product. Maritza strategically understands the power of video and how to integrate it with her social media campaigns.”
Maritza is a creative thinker, with the ability to provide her team with multiple options and recommendations. She can work effectively online and in print, all while juggling input from multiple teams in engineering/product development. Maritza has a unique ability to use tools personally which makes it easier for partners to develop projects more cost effectively and timely.
Maritza demonstrated real leadership skills, ingenuity, technical understanding, team work, and communications expertise in her critical work launching IBM’s WebFountain Project. She continued her dedication to communications excellence in her work as Team Lead for IBM Redbooks. She is a hard worker with excellent marketing strategies and creative flair.