Posts Tagged b2b
Content is an important aspect of social media and blogging. Content allows us to build a brand, gain trust, and to market products and services.
Marketing with content is subtle. To get through with content marketing, we need to focus on what our target audience likes and wants. We have to learn to put our marketing message into the content. We have to learn to invest more effort into understanding our audience and what they’re looking for.
This means we have to do the research.
Results from this kind of marketing might include a premium food shop that displays recipes which includes ingredients found in the food shop. You get the idea.
Catch your target group where there is a real clear message to convey. This allows you to show your knowledge and build trust. Creating content that is close to what you sell and/or is an art. Social media offers new and exciting chances of spreading your content to your target groups.
To get optimal affect, you have to have a content marketing strategy.
Two important items for a strong strategy are:
These two items lead us to another concept:
Positioning is a strategic exercise that that takes distribution and marketing communications into account. This starts a “strategic management” of the brand. Positioning is vital and a must to keep your brand fresh. This “freshness” brings new interest and leads to new customers.
For a good positioning statement we have to give some attention to strategic thought. Strategic thought takes in competitor analysis (research).
Brands are recalled by consumers to solve certain problems throughout the day. Brand considerations are context specific and different contexts spark brand options. The most successful brands are linked to a wide range of different situations. Smart brands actively seek to expand their situations.
Positioning should act as a practical and powerful tool to help consumers focus their thinking. If you make content that zeroes in to help a consumer solve a particular problem, you’ve positioned your brand well.
The key is to position your content for brand awareness and/or recall. Remember context. Bring you brand into consideration by producing content with more options why consumers should use your product or service.
By analyzing the competition, the consumer, and the company in question (including yours), brands define themselves with strong positioning.
Positioning has evolved with strategic management centered around research and distribution. Do your research and plan your distribution with various social media channels and other distribution channels.
Later, I’ll write about how research helps with strategic management.
Sources for this post:
blog.socialms.com What’s Content Marketing again? March 25, 2016
thedrum.com Is it time to reposition repositioning? January 23, 2018
Here’s a list of ideas for types of stories you can use on your blog to have a little more variety in your posts.
- List post
- Solution to a problem
- Interview with an expert
- Opinions on a topic
- Share an event you attended
- Your analysis of an article
- Analysis of a report
- How-to posts
- Behind the scenes
- Curating links
- Repurposed content
- Inspirational or motivational post
- Product tips
- Series post
Interaction is important.
Here’s the tweet in which I found the source article:
— eb2b_Communications (@eb2b_comms) January 24, 2018
Content marketers have much work to do. They have to be experts in the business niche for which they work. One item to realize:
there is rich and great content already out there related to your business.
Hot topics are found in current posts and discussion threads. Finding these, a writer can use it, add it, and make it better. Writers ususally look at extracting certain elements from the posts to elaborate on. Honing in on salient points allows for creating new content that is fresh and special for your customers’ needs.
A recent study from the Content Marketing Institute revealed:
- 88% of B2B marketers use content marketers use content marketing
- Only 32% have a documented marketing strategy
- 55% of B2B marketers said it’s unclear what a good program is
Work needs to be done on documenting strategies and missions. The most – effective marketers are more likely to document their content marketing strategy.
Source: contentmarketinginstitute.com (September 2015) What Effective B2B Content Marketing Looks Like
The study: 2016 Benchmarks, Budgets, and Trends