Strategic content marketing takes 3 steps:
- surround the customer with content
- be thought-provoking
- turn content into conversions.
This 3-step approach enabled Tellabs’ content marketers to maximize its content, keep customers informed and drive sales. Here’s how Tellabs drove new customers and millions of dollars into its sales pipeline with strategic content marketing.
Here’s my 2-minute video on content marketing for the Business Marketing Association of Chicago:
Surround the Customer with Content
Wherever customer eyeballs landed, the goal was for them to find Tellabs’ content marketing. Tellabs delivered a consistent, relevant message about the ways it helped its customers succeed.
To win the battle for customers’ attention, Tellabs aimed to generate compelling, even thought-provoking, content. To advance its message, the company employed an array of media.
Since customers decide which content is best, Tellabs had to compete with trade media on editorial quality. That’s why it hired well-known telecom reporters to write Tellabs Insight magazine.
Tellabs circulated Insightthrough trade media, electronically and in …