You don’t have to spend much time learning about content marketing to find the phrase “content is king,” but that metaphor doesn’t tell the whole story about your content. In fact, it leaves out one of the key concepts about content. When people stay on your website to read a whole article, take action on your landing page or subscribe to your newsletter, they’re casting a vote. Content isn’t king; it’s democratically elected. With that in mind, what can you do to get your audience’s votes and win their support?
All the careful content marketing in the world won’t help if the content itself is dull. That doesn’t refer to the subject matter but to the content itself. Too often, B2B companies assume that because their products are utilitarian, the content they supply can’t be creative, colorful and clear. If anything, these subjects take a little extra thought on the part of your content creation team to make them sing. Finding a creative metaphor to link concepts to something concrete or illustrate how a practical application works can turn any subject into an engaging one. One of our most widely shared posts was about the lessons content managers can learn from wine-tasting. Not everyone’s familiar with content marketing, but tastings are familiar territory.
Do a little digging, and you’ll encounter some amazing blogs that never get the press they deserve. The blogosphere isn’t a pure meritocracy, and the most engaging bloggers aren’t always the most widely read. That goes for business-oriented and B2B blogs too, many of which are tremendously useful resources and interesting morning-coffee reads. You’ve got the great content; how do you get it out to a wider audience and build your blog’s reputation in your industry?
Blog with Authority
Where are your areas of expertise? That knowledge has tremendous value to your blog’s readers, and when you and your content creation team blog about it, you encourage visitors to share that knowledge with new readers. Get specific, too; the more details you offer, the more authority your words have. Think about how much more interested you’d be in a piece titled “5 Things You Can Do Today to Close Data Security Loopholes” than you would be in one about the importance of data security. You already know it’s important to protect your clients’ data, but only one of those blog posts gives you specific, actionable tips to accomplish your goal of improving security.
Email marketing is one of the easiest and most cost-effective way to connect with your prospects, but what do you say after you’ve made your introductions? One of the most important ideas in email marketing is triggered email, messages that go out in response to your leads’ activities. Take a look at some actions that can trigger messages and what your content team might want to say.
Introduce Yourself – Welcome Series
Whenever a prospective customer visits your site, asks for information or downloads content from you for the first time, that lead enters your welcome flow. In your first email, give prospects a brief overview of who you are and what you can do for them. If you’re using marketing automation tools or site analytics, you have some great data to use for personalization. Writing slightly different content for people who enter the welcome series of emails through different means goes a long way toward making readers feel valued.
Possible triggers for welcome emails could include visiting your site, subscribing to your newsletter, and joining your forum or blog community. Typically, you’ll set up the first welcome email immediately after getting your prospect’s email address. It’s often a good practice to include a registration link in this initial email to ensure you have the right address.