There was a time, in the world of advertising and marketing that when it came to B2B marketing, the strategies were  quite different from B2C marketing techniques.  However there’s a shift that is occurring in the marketing world and it is all because of the emergence of the digital platform and yes, social media.

Today, content marketing is a strategy that can be applied effectively to both types of marketing concepts.

Now more than ever, companies are focusing on content marketing as a way to carve out their position in the marketplace, support their SEO initiatives and build valued relationships. Content marketing is a straightforward concept but only successful if it is properly executed.

What is content marketing?
Content marketing is a strategy that leverages the creation and sharing of valuable industry-related information. Its objective is to help your company position itself as a thought leader and to ultimately generate sales. Much a like a Professor publishes reputable papers in her field that add to her credentials, content marketing can help make your company a go-to resource; an expert in its field. It’s a way of educating clients and potential clients about the field.

What is the objective of content marketing?
Taking on content marketing as a strategy is a way for your company to attract and convert potential clients into clients, and clients into repeat buyers of your products or services.

What are the types of content?
Here are a few examples content marketing material examples that your company can develop and implement.

  • Newsletters: Create and send out a monthly newsletter to customers and potential customers. But don’t focus only on “what’s new” in your company; try to keep your customers posted about new industry trends and changes. This will show your customers that you are up-to-date and knowledgeable and have the latest techniques that bring real value to them and their business success.
  • White Papers: Traditionally used in B2B marketing, white papers are a great way to help customers understand a concept or to promote a specific product or service that your company offers. They are designed to educate, persuade and to identify a problem or opportunity. Preparing a white paper and positioning its content (your service or product) as a solution is a great way to subtly pitch to customers and potential customers.
  • Courses and Webcasts: Again, helping to position your company as an industry expert, developing a course or a webcast can be a great way to generate leads and keep current customers informed. A company can either offer these for free or for a charge. Be sure to focus on topics closely related to your industry, or the industry that your clients belong to as a great way to add to your thought leadership strategy.
  • Publish a Blog Book: If your company publishes a blog, which itself is a content marketing technique, you can consider putting together a book that contains some of your most informative blog posts. It can be sent to potential clients or current customers and used as a reference piece for important industry information and insight.
  • Publish e-books: With mobile technologies and tablets now being the norm for many readers, publishing an e-book can be great way to tap into a tech-savvy market. Target your audience with relevant topics and maybe even create a series to keep them coming back for more. Asking readers to fill out a bit of information before downloading is also a great way to generate leads. Here at 3H we publish a series of e-books that showcase what we call “biz-isms” – concise doctrines and philosophies that can be applied to marketing.

Regardless of what form your content marketing materials take, the real success or failure of a content marketing strategy relies on the content itself. If the content is not written well, properly executed and compelling then the efforts simply won’t pay off. Create strong content and you will begin to see results. If the content is strong enough, customers may not even look at it as a marketing sell technique.

Do you leverage content marketing as a strategy? What materials do you produce?