Content + Campaigning = Credibility (and Accelerated Sales Cycles)

Content + Campaigning = Credibility (and Accelerated Sales Cycles)
November 10, 2014

Great content is an effective way to build a reputation as a thought leader, generate buzz, and promote awareness. Engaging video content, whitepapers, and even infographics are great for getting potential clients acquainted with your story in a way that is meaningful to them.

But content marketing is just the beginning; you need to build on that initial interest, develop trust, and eventually, progress their interest to a sale. Enter campaigning.

Campaigning is the marketer’s way to guide prospects and customers through the content in a way that tells a story, builds credibility, and ultimately, sells a solution. When planning a campaign, there are many elements to consider. Here are my top considerations when planning a new campaign.


There are a myriad of reasons for a campaign, and they are all great – promoting an event, sharing content, offering a promotion. But a campaign without a clear, singular purpose is failure waiting to happen. The purpose of the campaign should be defined early in the planning process and drive content selection, copy tone, and success metrics.


The campaign audience is one of the first things to consider when starting to develop campaign content. A campaign with the same purpose will look and feel very different if the audience is sales executives versus product marketing associates. Remember who you are talking to and what is important to THEM, and your message will resonate.

Content Type

There are different ways to absorb information, and your audience will contain a mix of learning styles. You can do a lot with automation, but tracking content engagement or preference to use in campaign customization may or may not be something that is in the scope of your campaigning. If not, think about the content mix and vary it throughout the campaign.

Video is a great way to increase engagement because it provides audio and visual components, whereas whitepapers present value by offering information that readers can take in at their own pace. Give the skimmers, the readers, and the watchers equal opportunities to want to engage with your content.


The length of your campaigns will vary by the complexity of the story you are building. Tactical campaigns triggered by a content engagement will likely be short – two-to-three touches to progress them from the content they selected to the solutions you can provide. Lead nurturing campaigns, on the other hand, should be longer – 5+ touches that start with light, entertaining material and build up to more of a product focus. Tip: creating templates from any new length campaigns will streamline your processes in the future.

Marketing in the Social-Mobile-Video Age