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Content Marketing & Demand Gen: Make The Synergy, Make The Sale

Paul Heald Headshot

Content is king at the moment. But if an engaging webinar, white paper or video appears and hardly anyone sees it, what’s the point?

Although content creation and demand generation teams share the goal of attracting customers and boosting sales, they work in distinct ways. Demand gen staffers work closely with sales teams, focusing on understanding and winning over the audience they’re trying to reach at any given time. Content marketers often take a longer view, telling their brand’s story through an ongoing narrative guided by their company’s overarching product strategy.  

Experts Reveal Content Marketing Truisms—And A Few Important Non-Truisms


Content marketing is nothing new. Regardless of the type of content, the goals remain the same: inform, educate, engage and provide value to prospects.

A recent content marketing roundtable, sponsored by Bizo, highlighted different aspects of content marketing followed by executive viewpoints from panelists: Joe Chernov, VP of Marketing for Kivey; Ann Handley, Chief Content Officer at MarketingProfs; Matt Johnson, CMO of uTest; and Todd Wheatland, VP of Thought Leadership and Marketing for Kelly Services.

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