When a business loses focus on its content, a content strategy is needed. Erin Kissane, author of The Elements of Content Strategy, believes there is only one guiding principle of good content: “It should be appropriate for your business, for your users, and for its context.”
Q&A Becomes a Custom Content Star for Mack Trucks
What questions do potential customers have about your B2B brand? Mack Trucks got it right when they added a section to their website called “Talking SCR.” SCR (Selective Catalytic Reduction) is a new technology that Mack employed to meet stricter emissions regulations. The change had truck owners worried about how SCR technology would affect fuel economy, costs and maintenance.
The SCR Talks section allows website visitors to submit questions via email to Dave McKenna, director of Powertrain sales and marketing. Questions and answers are then posted on www.macktruck.com. The appeal of the section is in the authenticity of both the truckers and McKenna.
While McKenna is straightforward in presenting the facts, his passion and enthusiasm for Mack shines through, especially when he shares the news of a sale. He deals with competitive questions head on. Customers show genuine appreciation for the information. Says one customer, “Thanks for all the great information and for taking your time to answer our questions – it’s invaluable in understanding the real world applicability of these technologies.”
Information that your audience finds invaluable is powerful. The opportunity to ask a question and get a personal response is simple, yet effective in building brand loyalty. Shared on the Internet, the information becomes a benefit to the entire Mack Truck community and a positive force for the brand.
In an interview with B2B for its “10 Great Websites” feature article, Sharon Shuman, director of e-business for Mack Trucks, called SCR Talks one of the most popular areas of the website.
What questions are your customers asking? Who can best answer them? Mack Trucks offers proof that Q&A can become quality custom content–useful information that can drive traffic and build loyalty among your audience.
Delivering Content to B2B Buyers on the Go
Content for Biz
Collecting, Creating and Distributing B2B Content That Matters
The call for focused, edited, or filtered information is important from one end of the buying cycle to the other. We need to create meaning.
The Best Press Release Distribution Service for B2B Companies
Press releases are a great way to boost your website traffic, but they are often underutilized, especially among small- and medium-size B2B companies. Next week I hope to offer some solid proof of just how well they can work. We’re preparing to send out our first press release for Content for Biz next week and I will let you know how successful we are at boosting traffic to our site (www.contentforbiz.com). I plan to test three different press release distribution services to see which one delivers the best results.I’ve been happy using PR Web for a number of clients, as it is moderately priced ($8-$360) and has generated good traffic for my clients. I have also had good results with PR Newswire, but priced at more than $700 for a national press release, it’s out of reach for many clients. I will also try two free press release distribution services www.freepressrelease.com and www.PR.com, to see if they can really help us stretch our marketing dollars.
Before you select a distribution service, think about your objectives. Is the purpose of the press release solely to boost online traffic, or do you feel you have a shot at print coverage as well? Are you looking for local or national coverage? Are you looking for coverage in trade magazines or mainstream media? Is it important to reach bloggers and search engines? In my experience, it is more cost-effective for B2B marketers to develop their own custom media list if the primary target is the trade press. Move beyond that, and I think a PR distribution service is your best bet.
No matter who your target it is, always prioritize your media list. Identify the top five or 10 media outlets and send them a personal note, customized to meet the needs of the publication or outlet. One of my clients was recently contacted for an upcoming article in Midwest Living, after I sent a short personal email to the editor.
While we’re waiting for the new website visitors to be counted, check out these great resources that will help you find the press release distribution service that’s right for your business.
What PR distribution services have you found to be cost-effective?