Blog

Should Content Marketing be about Brand or Sales?

By Octopus Group on 9th October 2014

According to a new study by the PRCA, 91% of Comms Managers view the purpose of content marketing as ‘customer engagement’. Building on that, Marketing Week’s analysis (incorporating the PRCA’s findings) is unequivocal, concluding: “Customers trust businesses providing useful content that informs and educates rather than interrupting their lives, but it must be linked to brand and not sales objectives.” Marketing Week’s analysis will be music to the ears of every PR, Marketing and Brand Manager but is that a case of turkeys voting for Christmas? Ask a CEO and I’m pretty confident that he or she will say the role of Marketing is to help deliver sales, whether that’s directly or indirectly – in which case the role of content is indirectly linked to Sales objectives. No buyer will ever want to make a purchase decision without being informed first and content fulfills that need throughout a buyer’s journey all the way to an outright purchase. At each step, relevant, engaging content that educates is a ‘must have’. Each time a potential buyer consumes this content, it should reinforce the Brand objective – however, all of this has to be in the context of making a sale somewhere down the line, otherwise what’s the point of the business? In most B2B organisations ‘Brand’ objectives aren’t directly linked to ‘Sales’ objectives which is to the detriment of Marketing’s position in the business. Content Marketing must be about both Brand and Sales. By using content marketing to connect ‘Brand’ to ‘Sales’, businesses can align the needs of Sales, Marketing and the Board in a way they haven’t been able to do so before; to create a very measureable and very powerful outcome. To find out how you can connect Brand and Sales in your content marketing programme, try out the Octopus Group Content Marketing diagnostic.

Liked this?

You might also like

23 Jun 2021
Behind B2B

Behind B2B #07: Scott Brinker

23 Jun 2021
For the seventh instalment of Behind B2B, our series exploring the brightest minds in the industry, we meet Scott
Read more
10 Jun 2021
Behind B2B

Behind B2B #06: Annette King

10 Jun 2021
For the sixth instalment of Behind B2B, our series exploring the brightest minds in the industry, we meet Annette
Read more
26 Apr 2021
Blog

Behind B2B #05: Karrie Sanderson

26 Apr 2021
For the fifth instalment of Behind B2B, our series exploring the brightest minds in the industry, we meet Karrie
Read more
29 Mar 2021
Blog

Behind B2B / 04. Joel Harrison

29 Mar 2021
For the fourth instalment of Behind B2B, our series exploring the brightest minds in the industry, we meet Joel
Read more
27 Jul 2021
Blog

Man in a van: The ultimate remote working

27 Jul 2021
There’s no denying the pandemic impacted where many of us work. And that’s certainly been the case for Octopus
Read more
15 Jul 2021
Blog

Marketing automation could be your most important hire of 2021

15 Jul 2021
Let’s imagine there was a job spec for our dear friend marketing automation. It’d probably look something like this.
Read more
1 / 6