Resources  >> Content Marketing Done Right

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  February 25, 2014

Content Marketing Done Right

As experts, we use our insights and perspectives to market our products and services. So do big companies. Let’s take a peek into their playbook with this report from Aberdeen Group. (Free registration is required.)

What the leaders do differently and how we can adapt:

  • Use buyer personas and write to their journey. Result: 75% higher conversions. Because we are having these conversations, we can do the personas ourselves. It’s a priority thing; we just need to take the time and sharpen the saw.
  • Generate leads in a variety of ways. Too many of us depend on networking and referrals. Let’s cast out a wider net by writing for a publication or partnering with other bloggers to get our message out there.
  • Leaders were able to track how a specific piece performed. They looked at the “lift” or the gap between their impact and the average performance. While we may not have a system this sophisticated, we can use analytics for more than 30,000-foot view.

 

Why do we care how larger companies use content marketing? Aberdeen reports that the leaders get nearly a 20% increase in unique site traffic (vs a 2.5% increase for the “followers”) and over 15% year-over-year revenue growth (vs. 1.5% for followers). It behooves us to see what they are doing right.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.