August 5

Content Marketing: How a technology company used its employees to generate quality content [Video]

Content Marketing


Content marketing is one of the most effective and widely used lead generation tactics, according to the MarketingSherpa 2012 Lead Generation Benchmark Report. Although it is one of the most difficult forms of marketing, second only to trade shows, 62% of marketing budgeters expect an increase for content marketing, according to the same report. Developing a content marketing strategy remains a big undertaking.

To help you learn more about content marketing ideas and tactics at Lead Gen Summit 2013 in San Francisco, we’re sharing this video replay of Edwin Jansen, Director of Business Development, The Ian Martin Group, presenting on content marketing from B2B Summit 2012.

Jansen explained by generating content from within Softchoice, a technology solutions and services provider, it empowered employees throughout the company to become advocates of the content they created. Educating departments on the use of social media and recognizing talents and abilities within the team increased the quality and reputation of the content that the company generated.

This clip features the first of four lessons that Jansen learned in his quest to transform his company’s marketing strategy into a content-rich experience for customers. Others include:

  • Managing processes that best serve customers
  • Using the right tools
  • The one thing he wished he knew before he started.

To hear the rest of Jansen’s lessons and confessions in his journey towards “pull” marketing, watch the full, free presentation from last year’s B2B Summit in the MarketingSherpa Video Archive.

Related Resources:

Lead Gen Summit 2013: Sept. 30 – Oct. 3, San Francisco

Event Recap: MarketingSherpa B2B Summit 2012

Content Marketing: Your questions on B2B online lead gen, metrics, content from SMEs and more

Content Marketing: Targeted persona strategy lists sales leads 124%

Content Marketing How-to: 7 steps for creating and optimizing content in any size organization

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

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