Next, our moderator asked the group about internal versus third-party content. Specifically, inquiring about the approximate ratio of each type of content and asked the panelists to share their insights about these two different content approaches.
Nick explained that his organization had a preference for internal content. As he stated, in addition to being more budget-friendly, creating content internally allows for more agility and makes it easier to measure and adjust campaigns. When Turtl does offer third-party content, it is with a select partner and must meet pre-defined strategic objectives.
Ellen stated that approximately 70% of Marketo’s content is created internally. She underscored the importance of providing the right content at the right stage of the customer’s buying journey and explained that at critical stages it is important to provide third-party validation via third-party content.
Adriana Romero of Hitachi Insight Group shared that her organization had a similar 70% internal and 30% content ratio. She referenced the value of high-impact third-party content and the expertise typically sought after by key IoT decision makers. She alluded to the cachet and perceived value that a credible firm and well-known analyst bring to the content marketing table. Nick agreed with this approach, stating that as Turtl was a new and lesser-known company, it was important for them to partner with big name, well-known brands for competitive advantage.
Scott also discussed his organization’s challenge of being a lesser known brand. MetTel recognized the importance of having a name brand like Frost & Sullivan provide third-party content.
Scott added that sales enablement pieces are always needed, whether in the form of case studies, white papers, or whatever handy content it takes to help close a deal.