Content Marketing Word Art

B2B Now – Marketing As Publishing

In the new marketing era, anyone can be a “published” author, online or via self publishing. The Content Marketing Institute defines it as “content marketing: a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”¹

According to a B2B Magazine study of 440 B2B marketing professionals, content marketing was said to be the most important area for generating leads.² And, a B2B benchmark from MarketingProfs indicates that 45% of B2B marketers will increase spending on content marketing in 2013.³

Content marketing allows you to reach out to your prospective audience and have them connect with your brand on a deeper, meaningful level, without selling. You simply provide relevant information that they want, and/or that entertains them. In this “tell don’t sell” approach, you can begin to build brand awareness and even trust.

How do you reach out? Use enticing lead-in lines that tease your audience to read on. You can track social media lead-ins to your articles and content, as well as banner ads, LinkedIn group messages, tweets…you name it. You can post articles too if at all possible, link your teaser’s to a landing page with the article and add a form for even more information on the topic. This will allow you to collect data from prospects of interest in your topic, and provide for ongoing communication.

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And, don’t limit content to articles and copy. Video is more entertaining and allows for a much more engaging experience with your message. Here’s a quick outline of how to make Content King:

  • Create exceptional online content
  • Engage your audience
  • Provide a way to connect – use a great Call to Action & Form
  • Improve Search Optimization with keyword rich copy & video with captions
  • Build brand & response
  • Website, Twitter, Facebook, YouTube, email newsletters, educational PDFs, blog…