Do’s and Don’ts of Content Marketing

August 6, 2014

So everyone knows what content marketing is. But do we know how to get the best results out of it? I know I’ve been doing this for over three years now and have hardly touched the potential of what is available. I’ve been to webinars, seminars and summits on the subject and continue to learn new ways to capitalize on content marketing.

I recently read Joe Pulizzi’s book Epic Content Marketing. As usual, Joe does a great job explaining how to use and integrate into overall marketing plan.

epiccontentmarketing-pulizzi

This is a good book for the beginner or for those already engaged to reinforce the right way of doing things. It’s easy to read, has lots of examples, from defining your strategy to developing and managing content to marketing your stories, and I’m sure you’ll get tons of useful tips on how to get more out of your content marketing.


2014 Report on B2B Manufacturing Content Marketing in North America

May 22, 2014

By Matt Sonnhalter, Vision Architect

The Content Marketing Institute (CMI) and MarketingProfs recently released their fourth annual report on the content marketing practices of business-to-business (B2B) marketers working in the manufacturing industry.

In this report you’ll find answers to questions such as: What percentage of manufacturing marketers have adopted content marketing? What tactics are they using? How does their approach to content marketing differ from that taken by other B2B marketers?

This report also looks at how manufacturing marketers approach content marketing when compared with a wider group of B2B North American marketers representing a range of industry segments.

Here are some key highlights from this most recent study on manufacturing marketers and their content marketing efforts:

  • 86% have adopted content marketing
  • Only 30% say they are effective at content marketing
  • Use the same number of tactics (13) as other B2B marketers
  • 81% use YouTube to distribute content and rate it as the most effective social media platform
  • Cite different goals for content marketing when compared with other B2B marketers
  • Top challenges faced for their content marketing programs: 1. Lack of time, 2. Producing the kind of content that engages and 3. Producing enough content
  • 46% plan to increase their content marketing budget over the next 12 months

Click here to read more details and download the full report.


The Secret to Going Viral

May 15, 2014

By Rachel Kerstetter, PR Engineer, Sonnhalter

You’ve probably heard the word “viral” in relation to online marketing before. If you’re not quite sure what it means, here’s a very brief definition:

Vi-ral:

Adjective

: becoming very popular by circulating from person to person, specifically on the internet.

If something “goes viral” that means it has been shared a great number of times; there is no threshold number of shares to be reached before something can be considered viral, but in general you know when something has gone viral by the way it is talked about.

So here’s the secret to going viral:

The one aspect that every viral thing has in common is that it is a quality piece of content that resonates with your audience. Content that goes viral is often in the form of blog posts, pictures or videos.

Content can resonate with your audience in many ways, most of the time viral content resonates through humor. Content that is controversial or sparks a debate, as well as timely, helpful information will also resonate.

In our industry, content doesn’t often achieve viral status, but that doesn’t mean it hasn’t resonated, sparked conversation or been effective.

As marketers, we cannot make content become viral. Content can only be made viral by your audience(s) – they have the power. Marketers and brands do not have the power to make anything viral.

Image via Scott Cresswell

Image via Scott Cresswell

If you’re disappointed that you know the secret to viral but can’t do anything about it, don’t lose heart!

The goal in any marketing initiative should not be creating viral content; it should be on creating quality content.

Marketers and brands have the power to create quality content that will resonate with audiences. If that content goes viral, then that is just a happy side effect.


Manufacturers: Why Are You Using Content Marketing?

February 18, 2014

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?

If you like this post, you may want to read:

Manufacturers: What Are You Trying to Accomplish with Your Content Marketing?

Smaller Companies are Doing a Better Job with Content Marketing

What are you Doing to Improve your Content Marketing Performance?

Content Marketing: Have a Strategy and Be Relevant.


How Sales and Marketing Can Get the Best out of Their Content Marketing

February 5, 2014

Although sales and marketing are getting better at working together, there is always room for improvement. Together they can make sure they deliver the right content to the right people at the right time.

But in order to accomplish this, they need to work together. Here are some tips to help maximize the results of the collaborative efforts:

  • Know your audience - different people buy for different reasons. By sales and marketing working together, they can define the different personas and identify the prospects’ perspectives and content needs.
  • Have a sales retention plan - We’re all so focused on getting a lead and making a sale that once that’s completed, we forget about them until the next sale. Now that they are a customer, it’s easier to help them. Start a nurturing program and engage them, and with appropriate content, that will help with the next sale.
  • Have a plan - By working together with sales, set objectives to get the right content into the hands of your customers. Realize the one-size-fits-all approach isn’t going to work.

By working together, sales and marketing can determine the right content, whether it’s for leads, brand awareness or thought leadership.


Content Marketing: How Will It Affect You in 2014?

January 21, 2014

Content marketing is becoming more of a focus with all of us, and for it to be effective like any other tool, you need to have a plan and strategy.

Content can be developed in many forms and this can be an overwhelming task, all the more reason to have a plan.

I recently read a post by Heidi Cohen, 2014 Content Marketing Predictions that I thought was interesting and wanted to share some of the highlights of her 7 points:

  • Content Marketing should be part of an integrated program - content needs to be created in different formats as people take in information in various ways and we need to make sure we’re touching them several times.
  • Content Marketing expands to all corporate communications - it’s no longer limited to marketing.
  • Managing Content Marketing assets - track and maintain assets identifying those that need updating  and those that need to be created.
  • Track Results to sales - start by nudging readers to some call-to-action to start an engagement and then follow it through to a sale.

What kinds of actions are you taking in 2014 to improve your content marketing?


What Are You Doing to Improve Your Content Marketing Performance?

December 3, 2013

When you go to all the work to create great content, don’t miss out on opportunities to share it. We’re all guilty of getting into a routine when creating content and rarely deviate from it, whether it be because of time constraints or just laziness. The point is, we need to shake it up a bit sometimes.

According to 2014 B2B Content Marketing Trends, there are over two dozen tactics that you could use. Here are some that I think are important in going after the professional tradesman:

  • Offer useful info on your website - Make sure to include topics that help folks through your selling cycle.
  • Industry newsletters - As you collect email addresses, send out a regular newsletter quarterly or monthly. If you are selling to several different audiences, segment the newsletters so they will be more meaningful for those who read them.  A plumber probably isn’t interested in something a HVAC guy would be. Don’t be concerned about the size of the lit, but the quality of it. I’d rather be regularly communicating with 500 key prospects than 5,000 unqualified ones.
  • Case Studies – By market or application are in high demand by your target audience. Tradesmen like to see what their peers are doing and the results. Post on your website, use it as an e-blast to your targets and have them reprinted so your sales force has something to hand out.
  • Videos - How to and feature and benefit videos are an easy way for you to get your point across. Put it on your website, and put it on YouTube (create your own channel) with the appropriate search terms.
  • Online Presentations – Take those PowerPoints you do everyday on why you’re better than the other guys and put it on your website, along with putting it on SlideShare with appropriate key words.
  • Podcasts - Even if you don’t have a blog, you can utilize this tactic. Interview an industry leader on the issues of the day or what’s coming down the line that might impact your reader. You can use it again on your website and do e-blasts to targeted audiences.

Those are some highlights from my point of view. Whether it’s utilizing these tactics or others, step outside the box and try other things. You’ll be glad you did.


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