Content marketing is a phenomenon that isn’t going away. If you’re a business to business marketer, using content marketing is a great way of rethinking and re-tasking some of press and sales support material in a way that stimulates inbound inquiry.
Need five reasons why your business needs a content marketing strategy? Here you go.
1. Quality regular content builds trust. There are undeniable SEO benefits of persistently talking about the same topics. But it’s at the human interaction level, rather than technical level, where the benefits of content marketing are most interesting. Talking frequently and in detail about particular topics creates credibility which leads to you being trusted. Trust is the first step on the path to transaction.
2. Companies need to use people to tell stories that resonate. People do business with people they trust and like. Shared and personal experiences can underpin relationships and can be effectively used to build engagement. Advertising in the 1960’s looked to profile particular people and sell them solutions to their problems and this has largely remained the same in marketing today.
3. Broadcast PR is dead. All communication needs to be two-way. It’s not enough to tell all the time, you need to listen, react and respond. Social has spread right through all facets of modern business and modern marketing. In CRM, companies like Salesforce.com have bought into social media with outfits like Radian6, whilst the latest version of Google throws back recommendations from your contacts in amongst your search results.
4. The web finds liars out, quickly. Social media has balanced the playing field and created an outlet for disaffected customers. Whilst great viral commentary can make a business, one bad experience can destroy it as let-down customers realise they are not alone. Best to be open and transparent from the start.
5. Content converts. Most business to business products and services are conceived to solve a problem for a particular type of customer. Addressing the problems and offering ways to solve them, minimise their impact and disruption and actually remove them from the equation is a powerful way to drive trust and transaction. In B2B, there isn’t a transaction as such, but white papers, downloadable content and subscriptions emails are great ways to obtain data which can be followed up later.