There is so much more to productive content than simply creating articles, blogs, videos and white papers. The content needs to maximize key product features. It needs to reflect the prospect’s buying stage and demographics. It needs to be effectively staged. And more.

Heather Robinson, director of marketing for Fastpath, has years of experience getting results from content marketing in the enterprise software space and understands how and why to engage and nurture prospects with appropriate messages and touch points.

In this Marketer’s Corner interview, she explains:

• The keys to breaking the content presentation process into stages;
• How to develop content marketing plans in conjunction with the sales team;
• Ways to deliver more educated content-created prospects to sales reps;
• How to determine the best followup content for new contacts;
• Maximizing the use of data to forge followup strategies for the sales team.