Great content marketers make their jobs look easy.…
Every business needs good marketing to survive, and every good marketing makes use of 3 essential marketing concepts. Whether you run a static site or a blog, here’s what you need to know to fuel your B2B content.
1. Thought-Leadership Content
Your content needs to be authoritative. That’s getting more and more difficult to do when a lot of blogs out there claim to be “the one” source of information. And then you have the blogs that you can tell aren’t even trying, with 500-word puff pieces, no contact information, and no real value proposition.
Real thought leadership is difficult to fake. You usually know it when you see it, too. You must either enlist the efforts of true subject matter experts or be an expert yourself. Sadly, the kind of expertise needed to create stellar content is rare – almost too rare.
And, this is where a lot of businesses go wrong. They try to fake it, hire cheap writers to fill out a thin site, and then build backlinks, hoping no one will notice. But, people do notice. And, they aren’t easily fooled by cheap imitations.
That’s why the folks at Moz and Search Engine Land are known as thought leaders in SEO, while some no-name blog with regurgitated content isn’t. Bottom line: don’t repurpose fluff content and PR talking points. Come up with something unique and useful (not to mention relevant), and people will stand up and take notice.
If you don’t have anything useful or interesting to say, don’t write anything. If you wouldn’t (honestly) share your own content online without prodding, it’s not good content.
2. Teaser Content
Teaser content, sometimes called “clickbait,” has become something of a dirty word. But, teaser content is nothing more than good copyrighting. It’s a way to entice the right kind of users to your main thought-leadership pieces from social media sites and offline and online ads.
Some companies use teaser copy in flyers and brochures to help stir interest. So, for example, they may use a company like Stinky Ink to help control costs on a 10,000-piece print, mail or distribute those printings, and then direct people to website content that then leads prospects through the sales funnel.
Any time you resort to offline advertising for teaser content (which is a very popular thing to do), you need to control the costs of ink and paper, which have skyrocketed compared to online ad costs.
3. Consuming Prospect Feedback
You’ll get feedback on your online content. That feedback should be a two-way conversation. Listen to your audience and react. Engage them with their thoughts and suggestions. Make a serious attempt to correct or improve upon things that are valid issues, and be honest about what your company can improve on.
So many companies these days are run by the legal department – meaning they’re so conservative that they take the attitude that the customer or prospect is always wrong, the company is right, and the company is never at fault.
Realize that this puts up a virtual wall between you and your customers, makes the relationship antagonistic, and creates roadblocks to progress and sales. It’s good for the legal team, but bad for business.