Sinking costs

In terms of sunk cost, at the end of a product lifecycle, content marketing will cost about the same as a good top-down consultative sales campaign.

Ignoring the length of the sales cycle for the moment, it’s easy to project out how quickly a top-down consultative sales process will begin generating revenue almost from the get-go.

With content marketing, the metrics are less easy to discern at the beginning until you find the content that resonates with your audience.

If your target market is the enterprise at the CIO/CTO/VP level, a dual pronged approach generates the immediate revenue of consultative sales with the longer term, slow-burn benefit of content marketing.