During my second week of work, I had to give a small presentation on an article I’ve read called Creating Content that Sells: A Guide to Content Marketing for Demand Generation. If you get a chance, definitely try to at least skim through it since it gives some great insight on why it’s important to change your traditional marketing and sales methods.
Content marketing is the creation of relevant content for the purpose of solving a problem and reinforcing brand messaging through thought leadership.
Basically, the advancement of technology and the emergence of the internet has shaped the way people and companies now make decisions to purchase a product or a service. Cold calling no longer works because the buyer has more knowledge of the product before he even decides to speak to someone in sales.
In addition, the B2B buying and selling process has changed and has become highly emotional. Aside from an organizational risk, the decision-makers involved are also facing a personal risk that could consequence in losing the job, professional credibility, or money. Furthermore, the inability to address that personal risk causes prospects to shy away from the process entirely.
So, how can you as a company generate leads and retain them as well? The answer is content marketing. A successful content marketing campaign from your company should contain problem-specific information and thought leadership that will allow you to increase awareness and demand within the industry. You want to educate your buyers by sharing the business benefits of adopting best practices within the industry. This can be done through articles, webinars, podcasts, and other resources.
“Thought Leadership is exploiting your unique position in your markets to generate valuable insight and advice on issues your customers and prospects care most about. Content marketing is turning your insight and advice into campaigns that change people’s minds and incite action.”
It is important to note that it is never a good idea to actively promote your company or your product within your content. You should, instead, concentrate on building trust with your buyers so that they not only opt for your product but they also vouch for you in the future. You want to use your content marketing campaign to generate demand!