Content marketing is getting a lot of buzz lately in marketing circles, and many, many business-to-business marketers are wondering, “What does content marketing have to do with me?” The answer is…lots!
At CCC, we look at content marketing as a way for you to share what you know. Prospective buyers are ravenous for information on the products and services they use. So you’ve got a great opportunity to give them what they’re hungry for.
There are three “R”s to remember for building a successful Content Marketing program. Here they are:
RESEARCH (AKA, know your customers and prospects.)
If you want readers, downloaders and followers, you need to give them information they want. That calls for research – either informal questioning or professionally-designed studies.
Broad industry research gives us insight into the content types people trust most. B2B buyers like whitepapers and case studies—but only if they’re educational, not promotional. Your own research can focus on finding the topics your prospects want to learn about.
Researching places is crucial as well. In order to get your content noticed, you need to be in the media your prospects frequent, whether it’s print publications, e-newsletters, websites or other outlets. To fit into these places, you’ll also want to find out:
- What types of content and what forms work best?
- What are the ground rules for content from each medium?
- When are your prospects more likely to be there?
In some ways Content Marketing is a logical extension to what CCC has always advised about reusing or recycling good ideas. A case history that’s written for public relations distribution can be leveraged as a newsletter article, a printed piece used by the sales force and an application note for a website. A whitepaper can be fodder for a news release, and a PDF version of the same content makes a valuable offer in print and electronic ads.
In Content Marketing it’s not uncommon for material to take new forms. That case history could become a blogpost that links to a PDF version of the story on the website, or it could become a slideshow, or even a video. The whitepaper could become an infographic or two. It could be offered in targeted e-ads and used for more blogposts. If the content you offer is relevant for your audience, providing it in different forms increases the number of people who might see it. Also, different people tend to be attracted to different forms of communication (for example, some people gravitate towards videos.) Presenting information in different forms means you can reach more people.