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Content Marketing: Best Practice Guide
B2B Marketing, May 2011, Pages: 96
Increasingly these days, your content IS your marketing, especially in business-to-business sectors. This Content Marketing Best Practice Guide explains how to use different forms of content (such as email newsletters, downloads, video, social media and many more) to drive interest in your products and services, build your brand and above all nurture potential customers through to sale.
Overview:
Content has always played a role in marketing, but the shift in balance of power in the supplier/buyer relationship, combined with the innovations such as social media and the growing reliance on search engines as information management tools, means it is now increasingly critical for business buyers – particularly for vendors with complex product or service propositions.
With the migration to digital channels, buyers are increasingly more likely to be influenced by a specific piece of information sourced online (presented in one of any number of formats), than they are by a print ad, DM piece or exhibition stand, no matter how creative, clever or impactful. These days, the buyer is in control of the information flow, and can chose to consume what they need in a format of their choosing and at a time to suit them. Consequently, content could take any number of forms to be relevant to the precise audience for the specific product or service – a podcast, a blog post, a webcast, a whitepaper. Etc. etc.
The challenge for the marketer is to understand which content formats works best in which situations, and to structure their development, delivery and distribution into a content strategy which engages the prospect and ultimately nurtures them through to ultimate conversion.
This best practice guide will hep you:
- Understand how content marketing works: get a grounding in the fundamentals of this discipline
- Develop a content marketing strategy: set objectives, plan resources
- Leverage different content types to best effect: understand how and when to use different formats
- Use content as part of a demand generation strategy: work effectively with the sales force to deliver the right leads at the right time
- Drive prospect engagement through effective communications: develop a content-led campaigns which optimises the opportunities for brand/prospect interaction
- Measure results and report on effectiveness: demonstrate the effectiveness of this strategy to the board and other directors
- Hone and refine your content strategy: learn from experiences and evolve your content resources
- Prepare for the future of content marketing: evolution of new formats and emergence of new opportunities
This guide covers:
- Planning and strategy: advice on how to develop your content strategy
- Resourcing: how to source, acquire, generate and recycle content
- Lead generation and nurturing: using content as part of a demand generation strategy
- Content for brand building: how content directly impact on market perceptions
- Content marketing and CRM: building relationships with existing customers
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