Technological innovations have had a dramatic impact on how buyers find, evaluate, and purchase goods and services.

Today, consumers readily look online, often via their mobile devices, when seeking information and advice. And just as readily they tune out advertising and other interruption-based messaging.

As a result, marketers need to be more attuned to where, when, and how people want to receive messages. You can't just blast your message out and hope it reaches someone and sticks. Instead, you need to build a presence online in the places that matter most—including social networks, blogs, and search engines—so that when people come looking, they find you.

But that's not all. Once leads enter the sales funnel, marketers need to build brand preference and loyalty via personalized, strategic outreach at all stages of the sales cycle and beyond. Doing so requires hybrid marketing professionals with skills in data analysis, SEO, content marketing, social media, PR, email marketing, mobile, and development and programming.

A Modern Marketing Campaign in Action

So what is possible today, and how does it all fit together? Let's look at how a marketer today might approach the release of a new, gated content piece. We'll use an e-book as an example.

Step 1: Create valuable content

Targeted content is great at generating leads and so filling the top of the sales funnel. It can also be used throughout the nurturing process to move leads through the sales cycle. But creating effective content is a difficult, specialized task, requiring skilled copywriters who know how to write for a specific audience with specific goals in mind. Generally speaking, solid copywriting is brand-centric and focused on the user, as well as technically sound and optimized for search engines.

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image of Tracy Lewis
Tracy Lewis is a consultant at PR 20/20, a Cleveland-based inbound marketing agency, specializing in content, search, social, and PR.