What is Content Marketing?

Dec 29, 2011   //   by Netword Plus   //   Our Blog  //  No Comments
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Content Marketing is the creation and sharing of content for the purpose of promoting a product or service. Though the focus of this content may not always be specifically about your business or its offerings, assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.

4 Reasons B2B Companies Need Content

As where B2C businesses can make good use of Content Marketing, it is an even more successful tool for B2B companies. There are four main reasons why B2B companies need Content Marketing:

1. Risk Mitigation – Content marketing develops trust by providing the buyer with information that will help them make the right decision. This, in turn, allows them to reduce both organizational and personal risk.

2. Lead Generation – Content is used to drive traffic to your website as well as capture leads through forms.

3. Lead Nurturing – As a lead develops, you must have content that educates and informs in order to develop a robust lead nurturing program.

4. Lead Scoring – Lead scoring should be based on how a prospect interacts with the content on your website and through nurturing campaigns.

Promoting Content

Good content must be promoted to reach your target audience. Consider promoting content in some, or all, of the following places:

• Website and Blogs
• Social Media
• Press
• Email and Lead Nurturing
• Sponsorships
• Content Syndication
• Events
• Through Partners
• Search Engine Marketing

6 Rules for Content Marketing

1. It is not promotional – Promotional materials will neither excite nor inspire, both critical components of content marketing.

2. It is relevant – Generic materials that are not highly relevant to a reader will not result in increased success. When writing content you must make sure it will be useful to the reader, regardless of whether it supports your company message.

3. It closes a gap – Content marketing should answer a business question or problem. Giving people information about topics where there is no need for information will be a wasted effort by the organization.

4. It is well written – Poorly written thought leadership may not only provide poor results, but may also hurt the company’s reputation. Take time to ensure content is presented in a thoughtful manner and is free of errors.

5. It is relevant to your company – If the content you create does not support business objectives in any way, it is a waste of resources to produce. Keep business goals in mind when creating content.

6. It gives proof – Since you write to support a business goal, your content may seem biased. Make sure that content you create gives proof either through quotes and testimonials, or through actual metrics and statistics.

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