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Three Key Ways to Add Value to Your B2B Content

"Most B2B marketers have embraced the notion that they are also 'publishers,'" says Ann Handley in a recent article at MarketingProfs. "In other words, they understand that in addition to being in the business of selling whatever they sell—shovels or software—they also need to be producing content as a cornerstone of their marketing, both to engage and to educate their would-be customers."

But wordsmiths beware! "B2B companies have to produce the right kind of content: Web content that is honestly empathetic and seeded with utility for your customers," she cautions.

How can you consistently produce content that benefits prospects and clients alike? Handley offers tips like these:

Walk their walk. "Put yourself in the shoes of your customers, and consider what you can do to best suit their needs," she advises. "Be a voice of trusted reason in your industry, about whatever problem it is that your service or product solves."

Be a "brand butler." Serving is the new selling, and support is the new marketing, Handley explains. Focus on how you can help your customers or prospects make the most of their daily lives (versus the old model of "selling them a lifestyle").

Go beyond words. "Think about 'reimagining' content you already have (or are planning to create) into video, audio, or other formats," she suggests. Examples:

  • Record a video interview with your whitepaper author.
  • Release a Q&A interview with a webinar speaker based on the audience's questions.
  • Publish that interview together with the presentation on SlideShare.

The Po!nt: Spread the words that matter most. The key to creating effective B2B content, Handley concludes, lies in "connecting socially with your customers in a meaningful way that actually makes them do business with you."

Source: MarketingProfs.

Ready to chart a new course with better B2B marketing? Join us June 13-15 in Boston for the B2B Marketing Forum 2011. With two days of knowledge-packed sessions, plus two pre-conference workshops, you'll be navigating your way to new leads and sales in 2011 and beyond.

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Vol. 4, No. 13    March 31, 2011

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