Spotted Wombat

Traditional interruption marketing no longer works in isolation. When your marketer approaches you with a marketing campaign that includes spending $100,000 on television advertising – it may be time to consider WHAT ELSE you could get for the same amount of money. Enter the new kind of B2B marketing called Content Marketing.

Content Marketing is about playing to your specific strengths, encouraging engagement and adding value to the sales conversation right from the word go. Experienced content marketers have seen content marketing working for their own businesses. They have waded through statistics in the wee hours of the morning – trying to figure out WHY it works.

It boils down to the simple fact that traditional marketing is a monologue – whereas content marketing is a dialogue. Content Marketing is all about turning your insight and advice into campaigns that encourage conversations with people – before they become your client. Engaging with a prospective customer before or during the decision making purchasing process, means that you have the ability to change people’s minds and provoke action.

Having said that, of course, you do need to know what you are talking about. Don’t claim anything to be true when it’s not. Content marketing is also about building relationships where you are seen as a TRUSTED expert in your industry.

What content marketing means for your business:

• You are seen as an expert in your industry: You understand the important issues that customers face
• You raise awareness about yourself and your business: You become the first link in people’s mind when they need your services
• You improve your search engine performance: Relevant and compelling content does wonders for SEO

Get some articles written and update your site often, ideally every day. However, please bear a thought for your customers if you plan to outsource your content to “cheap” providers from developing countries. You will inevitably end up with duplicated content from your competitors and poorly written English.

Do you really want that to be your organisation’s first impression? If you can’t do it yourself, get a copywriter or journalist to do it for you. It’s an investment that will last.