Posts

Content Marketing: Think Like a Publisher, Act Like an Investor

Thriving in today’s content-driven online marketing world, demands that you think like a publisher. That’s the battle cry among content marketers.

Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers.

“Nobody cares about your products and services (except you)” was the title of a blog post written by David Meerman Scott (Author of the wildly successful book The New Rules of Marketing & PR and his new book Real-Time Marketing & PR) back in 2008.

That mindset is even more important today if you don’t want to drown in the deluge of online content.

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Creating Relevant B2B Marketing Content: Walk the Talk

There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle. That is pretty much the mantra of B2B content marketing.

Transforming that concept into an actionable reality is a very different story. Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. In other words, it is time to walk the talk!

Personas do matter in B2B content marketing

You would be wasting your scarce resources if you pumped out marketing content without first having a clear and complete understanding of the personas of your B2B buyers. Even if you have carefully segmented your target audience by demographics, different people within the same company can and do react differently to your content. And they use different sources to get their information. The chart below from a research study done by Forrester illustrates this point very clearly. Read more

Deconstructing the Four Stages of the Industrial Buy Cycle

B2B marketers agree that lead generation and nurturing campaigns must deliver relevant content to their target audience to be successful. Typically, that means understanding the prospect’s pain and then offering a solution for relief.

Sounds simple, right? But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services.

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers. Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process.

Industrial Buy Cycle White PaperI downloaded a white paper called “Understanding the Industrial Buy Cycle: How to Align Your Marketing with Your Customers’ Buying Process” from GlobalSpec that has done a very good job of explaining the four stages of the industrial buy cycle and how to match your marketing content to each stage.

The white paper has deconstructed the complex industrial buy cycle into four distinct stages that the buyer systematically goes through. The stages are: Read more

Top 10 Clichés to Avoid in B2B Marketing Content

You can find plenty of clichés used (overused?) in B2B marketing content. Do they really communicate better with our audience or are we as copywriters/content creators just being lazy? I know I have been guilty on more than one occasion of using popular clichés in my business marketing communications.

I found a Squidoo lens by Seth Godin where he talks about why we tend to use clichés or buzzwords. According to him, “…the vast majority of buzzwords exist for one reason: to hide.” He goes on to list his top ten and invites his readers to add their own to the list.

Here are the top ten business clichés from Seth’s list:

  1. Win-win situation
  2. Thinking outside of the box
  3. Giving 110%
  4. Best Practices
  5. Synergy
  6. Paradigm Shift
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7 Strategies for Using Content to Market Industrial Products

I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing. It is heartening to see that content is at the center of most discussions about the state of B2B marketing today.

However, industrial marketers face a challenge when it comes to producing a steady stream of fresh content to keep their target audience engaged. What do you do when the bulk of your marketing content, with the exception of case studies is product focused? How do you shift the focus from you or your company to your prospects and customers?

Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. Read more