Spend any time online conducting competitive research and you’ll realize that content marketing is becoming an increasingly effective strategy for lead generation even for B2B companies.
If you spend any time on social channels, you know that good content boosts loyalty and trust among customers. Along that line of thinking, I recently attended a MarketingProfs conference on content marketing. Here are some of my “takeaways”:
Seven Tips on how to market our content:
- Determine what action you want your customer to take and define the objectives – sales, warm bodies in seats (if attendance is the objective), etc.
- Determine what potential buyers need to know. Stop talking and listen. Take time to identify prospects’ pain and pleasure points.
- Create a content plan. Create what our audience wants and deliver it based on where they are in the process of buying – even if they don’t have their wallet with them. Things we need to ask are – where are they when they are researching and how do they consume media?
- Put a content creation team together. In other words, we need to put our money where our media is. The obvious place to start is a blog, which is the cornerstone of a good content plan. It all comes down to writing and good writing is where you need to invest your money.
- Get our digital ducks in a row. Establish our digital outlets and platforms and get to know this stuff. Become familiar with the various platforms, such as WordPress and Content Management Systems, that allow us to a lot with our digital game.
- Promote what we publish. Word of mouth is the easiest way to do this. You don’t have to master the exhaustive list of channels so pick a few and go.
- Measure. To make your content marketing work, you have to know what is and isn’t working. The truth may hurt, but to achieve success, we need to monitor and constantly make adjustments along the way.
The type of content that generates leads includes:
- How-to’s, tips
- Production applications
- Case studies
- Pros and cons
We need to be sure to connect the dots for our audience. Using a mix of media will create more touch points. By linking everything to our site or blog (for more info go here, for the whole interview go here, etc.) we will help our rankings in organic search.
Here’s the video of the MarketingProfs the conference session with Barry Freedman, “Transforming Your Website into a Customer Attraction Force Field”.
A note about MarketingProfs: It is the largest community of marketers in the world, providing the latest marketing know-how and best practices in marketing with unparalleled depth and breadth. I am an avid consumer of their content and I recommend adding this to your arsenal of marketing resources!