Content Value Matters More than Volume
Currently, marketing is going content crazy. According to SiriusDecisions, the average B2B marketer is spending about half of their time creating content, yet 70% of that content typically goes unused.
Plus, in the new digital era, marketers are under more pressure than ever before to deliver strategic content that is relevant across the entire buyer journey. Delivering the right content to the right customer at the right time means being conscious of the multiple contexts that affect your messaging: customer journey, persona, channel, geography, and a whole lot more.
How can marketing win? By changing the rules and producing less content.
Yes, you heard right. Less content.
In this white paper, journey into Securita's content operation, a (fictitious) company that experiences the many real-life challenges marketers face when trying to deliver optimally tailored content across many spectrums. See how they repurpose content—versus constantly starting from scratch—to cover all of their necessary contexts with an aligned message at scale.