Doug Kessler, Creative Director at Velocity Partnersand author o The B2B Content Marketing Work-book, provides succinct advice on how to turnorganizational thinking into eective content-basedmarketing campaigns. “Thought Leadership isexploiting your unique position in your markets togenerate valuable insight and advice on issues yourcustomers and prospects care most about. Contentmarketing is turning your insight and advice intocampaigns that change people’s minds and inciteaction,” says Kessler. This means that the materialyou use in content marketing should do more than just inorm or educate, it should inspire.
Demand generation is the unction o a B2B mar-keting department that creates demand or yourproduct or service. This is much more than leadgeneration, as it also includes the conversations andactivities that occur prior to the lead being passedto sales.Eective content marketing is imperative to de-mand generation because it helps create productdemand. Content aects demand generation inthree important ways:Lead Generation
A core unction o a marketing department is leadgeneration. For content to be successul or leadgeneration, it must ollow these
six rules of con-tent marketing
It is not promotional
– promotional materialswill neither excite nor inspire, both critical com-ponents o content marketing.
It is relevant
– generic materials that are nothighly relevant to a reader will not result inincreased success. When writing content youmust make sure it will be useul to the reader,regardless o whether it supports your companymessage.
It closes a gap
– content marketing shouldanswer a business question or problem. Givingpeople inormation about topics where there is noneed or inormation will be a wasted eort by theorganization.
It is well written
– poorly written thought leader-ship may not only provide poor results, but mayalso hurt the company’s reputation. Take time toensure content is presented in a thoughtul man-ner and is ree o errors.
It is relevant to your company
– i the contentyou create does not support business objectivesin any way, it is a waste o resources to produce.Keep business goals in mind when creatingcontent.
It gives proof
– since you write to support abusiness goal, your content may seem biased.Make sure that content you create gives proo either through quotes and testimonials or throughactual metrics and statistics.While ollowing the steps above will allow you tocreate good content, good content is not enough.Instead, you must share this content so that it is con-sumed and inormation about prospects is gathered.
To encourage consumption o this content, youwill want to promote it to your prospect data-base, relevant customers and those in your targetdemographic. Promotional channels include emailcampaigns, events and social media. You may alsowant to do this through paid promotions, includingcontent syndication, Google Adwords or other paidsearch marketing, email sponsorships, newslettersponsorships and more.Promotion is key to the success o your contentcampaign because i others do not read what yourorganization has created, it will not promote com-pany success.Here are some tips or getting more out o contentpromotion:Let bloggers, press, analysts and other inuencers
know about your content so they can share it withtheir ollowers via social media, blog posts andmore.Consider creating a press release about the
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Six Rules o ContentMarketing
. Relevant to Reader
Closes a Gap
Relevant to Your Company