I just saw a stat this week that over 90 percent of B-to-B companies are now using content marketing. I wonder if you asked them why, what the answer would be. Hopefully it’s not because everyone else is using it! If you’re using content, you know how much time it takes you and your team to develop and place good content.
Whether it’s content marketing or any other tactic, there should be good reasons for using it and a detailed plan of action – what to say, where to use it and how to measure it. I recently read an article by Heidi Cohen, Why Use Content Marketing – 7 Reasons that I thought would help us all in not only reviewing what we’re doing, but more importantly, evaluate and possibly refocus our efforts on those activities that are working.
We all have different reasons and priorities, and from a manufacturer’s point of view, here are three things you may want to consider when using content marketing:
- Build your brand - this should be true in any type of promotion, but building good content helps set you apart and builds your reputation.
- Attract new customers - Give customers what they want pre- and post-information that will help them through the sales cycle. Good content will sell itself.
- Support existing customers - with updated product/installation information, handy apps or other tools that will make doing their job easier. Remember, existing clients are your best repeat customers, so continue to engage them.
Why are you using Content Marketing and what tactics are working best for you?
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