In this interview, Mariana Just, Vice President of Global Revenue Marketing for Acrolinx, discusses the critical importance of content marketing and how it impacts the overall success of a business in driving revenue. Mariana compares content to oxygen for organizations. She stresses that content is an asset with real, measurable value. Mariana has repeatedly proven that content is essential for demand generation and should not be considered an afterthought. She asserts that content impacts all stages of the buying cycle, serving to educate, sell, and provide a positive customer experience.

Mariana further stresses the importance of developing an opinion and narrative through thought leadership content. She mentions various formats, such as podcasts and fireside chats, that can help create communities and foster trust. Finally, Mariana emphasizes that building trust and becoming a partner to your buyers, rather than just a vendor, is crucial for long-term success.

“There is no demand generation without content. Some organizations say that they need to build their demand generation function and that engine—and want to bring content in later. Absolutely not! You either need to have that content machine going, or you bring them both together at the same time. That is absolutely vital.” - Mariana Just, VP of Global Revenue Marketing at Acrolinx

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