Why it takes more than Olympic spirit to deliver content marketing gold

On the eve of the 2014 Winter Olympic Games in Sochi, it’s hard to believe it’s more than 25 years since Eddie the Eagle — and our hearts — soared in Calgary. He soon came to epitomise Britain’s indomitable spirit in the face of seemingly insurmountable odds. What he lacked in terms of financial support, snow, and – let’s face it – eyesight, he made up for with enthusiasm, guts and determination.
But he still came last.

Fast forward to 2014, and there’s a real possibility that team GB will bring home three medals, possibly more, which will be our best haul since 1936. Significant investment in athletes and their training has helped of course, and so have affordable package ski holidays… and contact lenses.

Similarly, content marketers are looking to get their 2014 initiatives through the starting gate, so we asked them how they’d choose to invest their budget for the biggest impact from the list below:

• Thought leadership and opinion pieces
• Demand generation
• Loyalty and nurturing
• Sales enablement; and
• Customer references

We’ve wrapped the results into a gold-winning Olympics infographic

Will it be an uphill struggle or a smooth downhill ride to their goals? Well one thing’s for sure, enthusiasm alone won’t be enough — there’s no room for heroic failures in business. Like Team GB, we need to take a joined-up approach, so if you’re aiming for the medal tables this year, give us a call on 01628 622187 and let’s go for content marketing gold!

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