Today we have a guest blog post from Rosemarie Ascherl, PR Foreman at Sonnhalter, discussing content marketing. Content marketing should be part of all B2B [and B2T] business’s overall marketing strategy.
Earlier this month I had the opportunity to attend a fabulous week of learning and motivation when I attended the 2013 Content Marketing World Summit at the Cleveland Convention Center.
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
While the term content marketing has become popular in recent years, content marketing is a marketing technique that marketers have been using all along. Top B2B content marketing strategies are social media, articles on a business’s website, eNewsletters, case studies, videos and articles on other websites.
While there were many important takeaways from the conference, a couple stood out:
Content marketing needs a strategy
Before you dive into producing your content, you need to have a content marketing strategy. You need to establish your goals and mission, define your audience and establish your process. Content needs to be planned around a clearly outlined purpose. You need to establish the why behind your content strategy before you can begin to put together the how and the where.
Content marketing must be relevant
To establish authority and gain trust with your audience, your content must be valuable and relevant to them. This relevant industry information should provide insight or entertain them. Content must fulfill a need, be interesting and unique.
How can you create something meaningful for both your brand and your audience? Understand your customers, and try to find ways to solve their problems. Give them content that addresses their needs. Remember that it’s not about you—it’s about them. Ultimately, providing this type of content allows a company to steadily build rapport with its demographic and develop a loyal following.
If you find this post interesting, you may be interested in the following:
Manufacturers: What are you trying to accomplish with your content marketing?
Why do you use content marketing – Do you think it’s for branding or for selling?