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Content marketing in different industries

Genuinely would like to know how other industries use content in their process. Banking is full of freemium content...but Iโ€™d love to hear how others use it and the thought process behind it.


thanks!

๐Ÿ‘‘ Sales Strategy
๐Ÿ‘ฅ Social Selling
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3
Justatitle
Politicker
+7
Senior AE
Usually the content is to generate new leads ~70 percent. The rest is for current clients and mid funnel opportunities. At least in my experience. Marketing gets measured by qualified accounts they affected so it makes sense for them to want to generate net new leads for the most part
PipeSmokingBanker
Fire Starter
Programming Director
Thanks. ย How do you approach content selection and/or creation? ย 
Justatitle
Politicker
+7
Senior AE
I create 0 content. The way it usually gets chosen is based upon persona and what needs the vertical they are in align with the contentย 
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CaneWolf
Politicker
+12
Call me what you want, just sign the damn contract
In the services space you have to differentiate but you can't try to go after every vertical. So we try to really build up expertise in a handful of verticals, release consistent content and engage prospects in long-term relationships with the idea that they will convert eventually.
PipeSmokingBanker
Fire Starter
Programming Director
Do you create or curate content?
CaneWolf
Politicker
+12
Call me what you want, just sign the damn contract
Our marketing team creates (or works with our broader team to create) all content we release. There is a decent amount of collaboration with partners as well.
1
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