Content Marketing Yet?
In recent years much has been written about the shift toward Inbound Marketing. Not familiar with the term? No worries. It’s kinda new. In fact, to my knowledge, it was coined (or at least very effectively commercialized) by Hubspot, a company for which I have deep respect and admiration. A fundamental tenet/activity associated with Inbound Marketing centers around the notion that your company/product/service MUST be the expert of something and have unique, VALUE-ADDED insights to share. In the old days these things were called white papers and they were dangled before prospects in the hopes of creating a lead (or at least somebody who provided a phone number or email address… so that we could later bug the %^$# out of them… in exchange for the white paper). Today, due to the speed and efficiency of web-self-publishing, Content Marketing has, in many B2B and B2C companies, rightfully been elevated into the Parthenon of Marketing Must-dos as part of any new launch or market penetration exercise.
Today I came across this piece that does a great job outlining the basics associate with Content Marketing– aimed at Marketers looking to make the transition for the first time.
Typical B2B marketing is ﬁlled with overused, self-serving puffery like “best-in-class” and “results-oriented.” As meaningless as these terms are on your homepage and brochure, using the same approach for your content marketing will almost certainly have disastrous long-term consequences.
In order to develop content that builds an audience, earns their trust and leads to sales, it’s critical to ﬁrst honestly evaluate whether your company’s communication style will attract readers or send them straight to your competitors’ blogs.
Here are 3 ways to help your company make the transition from generic content to authentic communication.
1. Change Your Perspective
The ﬁrst step is to understand what makes content marketing different from outbound marketing.
Advertiser vs. Publisher
Content marketing is not just advertising with a few “how to” tips thrown in. It requires shifting from short-sighted goals to a long-term view.