The new field of play customers dont buy the same way they used to salesmen dont sell the same way they used to competitors dont compete the same way they used to
Content marketing: what is it …and how can it help
Content marketing is thecreation and distribution ofcompelling, often educational,content to attract or retaincustomers and prospects.
Content marketing goes by other names custom publishing custom content branded content corporate media thought leadership inbound marketing …but probably not for long
Content marketing:owning media, not renting it.
Traditional B2B marketing: telling the world you’rea rock star.Content marketing: being a rock star.
Your customers don’t care about you. They care about themselves. Content marketing creates information your customers are passionate about
Your content can deliver value to customers by providing… market intelligence product information business skills technical adviceexpert opinion industry gossipinsider knowledge fun and games
You can distribute your content in manyforms, especially on-line… videos microsites article posting social media blogs e-books case studies podcasts research reports white papers e-newsletters webinars/webcasts content in traditional media in-person events print newsletters
How is content marketing different fromtraditional B2B marketing?
…instead of pushing brand advertising product description sales promotion corporate information
you can pull customers in...1. pre-qualified leads: interested in your offer2. disposed to trust you: accept you as an authority3. open to further communication: they owe you one
Bonus benefit: content marketing isan SEO turbo-booster.
Let’s sum it up…traditional marketing vs content marketing advertise publish buy media own media push pull tell show seller advisor
Step 4: planning and production thinking like a publisher Forward planning (editorial calendar) Work assignment (in-house or external) Presentation (professional design) Editing (style, consistency)
re-use, recycle, re-purpose start with a big re-deploy chunks content idea blog post video slide show seminar/webinar e.g. e-book infographic
Step 5: audience development Existing contacts build it and (customers, prospects) hope they will come? Influencers (engage, respond, motivate) SEO (target keywords, links) Paid media (advertise content) Syndication (e.g. guest posting)