“Informative, non-promotional content in the form of webinars, white papers, videos, blogs and peer recommendations on social networks and forums can attract prospects,” said eMarketer’s Lauren Fisher, author of the new report, “B2B Lead Generation: Using Content to Acquire Customers.”
I thought content marketing was all about promoting the company, the product, the brand?
How you approach content and the “marketing or promotion” of that content ultimately impacts its effectiveness in making a connection with the customer.
All of this reading and learning about content marketing has drastically altered my approach to the old editorial calendar and what content I fill it with. There will always be the tried and true pieces of collateral that are “givens” like spec sheets, for example. But beyond that, looking back at my content history, my approach has drastically changed. If I had to sum up my approach then and now, it would look something like:
- Then: Serious, Now: Lighthearted
- Then: One-dimensional, Now: Non-dimensional
- Then: Product, Now: Solution
- Then: Long, Now: Short
- Then: Complex, Now: Simple
- Never be overly serious. Write conversationally because, ultimately, that is what you want to start…a conversation.
- Create once, publish many. Look to re-purpose your content into at least 5 different pieces.
- Answer: why do I care? Put yourself in the shoes of the customer. Connect the dots on what it (the product) means for them professionally, personally, emotionally, etc.
- Time to consume matters. The best content is the stuff that inspires in seconds, minutes, not hours.
- Avoid TMI (too much info). The simpler the layout the better. Use bullets, lists, simple charts and graphs to effectively tell the story.