When it Comes to Content Delivery, Let a Hundred Flowers Bloom
For more than a decade, technology marketers have used white papers and webcasts to deliver useful content and generate leads. These vehicles should be an essential part of your content marketing initiative, but in this flourishing multimedia world, they are only two of more than a half dozen new ways to reach prospects. Think holistically and start to tap into these emerging delivery channels.
Today's business decision-makers choose to consume media using whatever channel is most convenient. For example, time-strapped businesspeople are gravitating to podcasts as an efficient means to learn while they engage in off-line activities like commuting, exercising and mowing the lawn. Emarketer estimates that the U.S. podcast audience grew 285% in 2007 to 18.5 million people and will increase to 65 million in 2012. What's more, this audience is affluent; podcast listeners are twice as likely to have incomes over $100,000 as non-listeners.
