What Are You Doing to Ensure Great Content for Your Marketing Efforts?

by | Jun 25, 2013

Content marketing is not a new phenomena. It used to be called “information” that helped set you apart from your competitors. The name might have changed, but we all know great content can make or break you in the B-to-B world.

Unless you have a product/service that no one else has, you’re going to have to differentiate it from the hoards of competitors who are vying for the same sale. So what do you have to do to set yourself apart? According to Robert Rose in a recent post in the Content Marketing Instituteyour content must be remarkable!

According to Robert, there is no “try,” you either evolve or fail. That’s a scary statement at the onset, but let’s consider how we go to market. For those of you who’ve been around for a while (no matter what business you’re in), I bet none of you would say you’re doing business the same way you did 10 years ago. I’d bet most would say the same statement holds true for five years ago.

So we are evolving both in what we sell and how we sell it and that’s why it’s so important to have a differentiating story to tell your prospects. This point of difference needs to be communicated across all channels of communication to your targets.

So what’s your point of view?

Robert states that “only the combination of advancing questions, meaningful insight and applied creativity will drive value from data both big and small.”

Here are three basic questions he says you need to ask yourself:

  1. Why is content important to your customers?
  2. What value will they derive from it?
  3. How will it differentiate us?

Lots for us to think about. How would you answer the questions?

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