It’s amazing just how few B2B companies really understand the significance of inbound, content marketing. Culturally, it seems absurd to not only give away your best ideas and approaches for free but also potentially to your competition too.
Yet smart B2B marketers appreciate that there is no other way. If you want to be seen as an expert, an authority, someone to be trusted, it goes without saying that spamming everyone with interruption based advertising and direct mail is no longer going to achieve those goals.
The web is awash with advice and best practice on how to stimulate engagement. Engagement is the buzzword, the future of all relationships in the next generation. Apple, Google, Microsoft and Facebook are very different businesses, operating different models but with the same engagement strategy at their core. Engaging audiences at a time when attention span is at an all-time low partly because of technological advancement is a challenge with a lucrative prize.
But isn’t engagement actually the result of a process that looks to disseminate (transmit) useful information to target audiences (touch) which over time encourages them to believe you can help (trust) before then taking the obvious, and critical, step of taking an action which will lead to a single, or preferably multiple, purchase (transaction)?
It is now possible to map how everything you do from a content perspective delivers against tangible outcome-based measures whilst supporting your mission of being the go-to provider.
So, if you’re not going to transmit, touch, build trust and encourage transaction, what are you going to do?