Marketers are tasked to continually create useful marketing content to disseminate to prospects, customers and partners. The advent of lead nurturing and marketing automation has further fueled the need to have a library of marketing content on hand. Additionally, marketing campaigns typically leverage marketing content for a call to action. However, creating effective content is hard work and takes time. Marketers can focus on two rules of marketing content creation and follow a few tips to simplify the process.
First, think like the buyer, not the seller. Marketers must empathize with their buyers and put themselves in the buyer’s shoes. If you were a buyer what marketing content would you be interested in? Second, map out the phases your buyers go through before purchasing a solution. The B2B buying process varies with each company.
After thinking like your buyer and mapping out your buyer’s stages begin creating content relevant to each phase. For example, most buyers go through an “awareness” phase. Create marketing content commensurate with this phase such as analyst reports, glossaries, industry articles or checklists. Focus content on education and problem solving. Make the messaging all about them, not you. Create fresh content that helps your buyer meet their goals such as ROI calculators and measurement or optimization tools. Useful content can have 5X return over “self indulging content”. Don’t try to close the sale with a prospect right away, that will come after you build the buyer’s trust and garner a relationship.
Here are some more tips for creating marketing content:
Marketing Content Tips
1. Start by conducting a marketing content audit to assess your resource library.
2. Eliminate rarely used marketing content.
3. Separate content that’s all about your product or service (data sheets, eBooks, website copy) from marketing content that helps the buyer.
4. Keep your content short. It’s not necessary to write multiple page documents or 5 paragraph articles. People are busy and like to consume useful marketing content in bits, not bites.
5. Consider a compilation of check lists, glossaries, analyst reports, executive briefs, and industry overviews.
6. Think about how you can repurpose your marketing content. For example, take screen shots of videos and make a transcript of the audio for a blog post or document. Produce various iterations of a “How to Buy Product ABC” based on your customers industry or persona.
7. Stay committed to content marketing. Creating relevant content is not a one-time event and should be viewed as a long term commitment.
Check out the Content Rules book for additional content marketing tips. They discuss how to create killer blogs, videos, eBooks, and webinars.
Also, our article on 101 Business to Business Lead Generation Ideas and Tips might also stimulate ideas for good marketing content.
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