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Establishing and Enriching the Content Supply Chain
Aligning Campaigns, Content and the Customer for Exceptional Experience
While as much as a third of most marketing budgets are dedicated to content origination, few companies formally assess the effectiveness of their content strategies and the relevance and value of content offerings. Even fewer are examining the performance, influence and impact of content in the pre-sales, conversion and customer relationship development areas.
This white paper—titled “Establishing and Enriching the Content Supply Chain: Aligning Campaigns, Content and the Customer for Exceptional Experience”—details best practices in taking content to market—one that applies supply chain thinking to creative content development and delivery. It also discusses how content fuels the customer journey and, when done correctly, can be directly tied to business growth and revenue.