Content Delivery Programs Whereas the vehicles above represent individual tools for content delivery, it is also possible to create larger content delivery programs. Below are two examples: Campaigns There is a huge array of different types of campaigns that you can run to deliver content designed to meet various objectives, such as raising awareness, acquiring new customers, retaining existing customers, or improving public perception of your products and services. For example, you might run a campaign to generate buzz around your company or your product by creating a promotional video, writing a guest article on an industry influencer’s website, or posting banner ads to relevant websites in your industry. Relationship Marketing Relationship marketing is a long-term approach to communicating with your prospects that is focused on customer retention rather than customer acquisition. It is about providing For a comprehen- your prospects and customers with highly relevant content that is tailored to their interests sive list of types of and needs in an effort to create a more meaningful, personalized, and lasting experience. campaigns, see page 85 in By using a marketing automation tool such as Market, Act-On, or Pardot, you can track and the Appendix. nurture individual leads by automatically delivering particular pieces of content based on specific actions they have taken. 4" For more information on relationship marketing, check out “Relationship Marketing: View From the Top and What It Really Takes To Get There.” 4" It Takes a Content Factory! | 38