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.
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…