All businesses struggle with the question of what works in marketing. To hear how one organization made the decision to switch from traditional marketing tactics to a content marketing focus, we turned to Nicolas Antonio Jimenez of Widen. Nicolas acts as Digital Asset Management provider Widen's Marketing Coordinator and has witnessed firsthand the benefits that came from providing quality content to create an educated audience.

Siobhan Fagan: What were the key components of Widen’s online marketing strategy prior to content marketing? What was working and what wasn’t?

Nicolas Antonio Jimenez: Before we shifted our focus to content marketing, most of our business came from “old school” tactics like making outbound cold calls, purchasing lead lists and networking at industry events. It’s not that those tactics weren’t working well. Rather, they just weren’t working well enough. It was a lot of investment for a relatively low return. The problem wasn’t unique to us, of course. Businesses of every kind have found that “spray-and- pray” marketing is pretty ineffective.

SF: What drove the decision to adopt content marketing and what role does it play in Widen’s online marketing strategy today?

NAJ: First, we realized that -- while it had been the case that we needed to introduce the concept of DAM to organizations, then make the case for our particular system -- this software was becoming a mainstream tool. So rather than being faced with the challenge of starting the discussion, we are now in a position where the goal is to be there when people start their search for DAM (particularly online).

Second, we understood that content marketing would also leave us with a wealth of materials that could be used not just to bring people into the Widen story, but also to educate them on digital asset management throughout the process of evaluating DAM systems. This helps us ensure that our customers are more informed before and after implementation. Of course, the extended usefulness of our marketing content also contributes to the higher ROI we get on marketing content than on, say, cold calling.

Our marketing content is an important part of our relationship with our client companies from the moment they download their first white paper, read their first blog or watch their first webinar.

SF: What are some of the key initiatives you use content marketing for?

NAJ: We regularly partner with industry experts to produce marketing content that’s relevant to what we feel are the burning questions of people looking for DAM software. That content comes in a variety of forms, and it keeps us pretty busy.