Jon Miller, co-founder of Marketo, provides insight into one of the greatest challenges facing marketers today: How to create enough content to fuel the marketing programs that drive a best-in-class lead nurturing process. As John indicates,
The key to good lead nurturing is to be interesting and relevant.”
Most marketers get this. In fact, Curata research indicates that over 87% of marketers have embraced the idea of content marketing as the way to be “interesting and relevant”. However, too many of them are trying to create their own content, resulting in egocentric marketing. What does Jon Miller think?
The answer is not to create more content, but to rethink the types of content that can be used in nurturing.”
But don’t worry content creators, your jobs are safe. Content curation is intended to complement created content, and not replace it.
“Curation can play a role as part of a broad content mix; and for the purposes of nurturing relationships, I think that curation can be one of your most effective tools.”
Read original article at inc.com…