Content trouble can delay projects, reduce traffic, and miss the message when not properly managed. Content troubles often appear in the following areas: creation, quality, management, and priorities.
Human interest stories can be used effectively to share innovations, recruit staff, and differentiate your company. Here are three ways you can use human interest stories in your business communications.
Are you overwhelmed by the number of touch points you have with customers? The marketing mix for many B2B companies today looks like a recipe with an ever-increasing number of ingredients. Imagine the pot is your company. The protein for your recipe is your website and without it, your marketing lacks power. Trade magazines, trade shows and traditional public relations form a base; add blogs; mix in Facebook, LinkedIn, Twitter and You Tube; sprinkle in custom events, networking, webinars, and mobile. It’s either a recipe for success or a recipe for disaster.
Before the Internet, you knew the recipe for B2B marketing success fairly well. Now the recipe has become far more complicated. You can’t just throw in more ingredients and expect it to taste good. You need to think about what each element of the marketing mix can contribute because time and money are limited. You need to think about what customers are looking for and how they engage in each of the platforms.
In the old days a prospect may have picked up the phone and called a vendor to help him in the buying process. Today buyers conduct much of their preliminary research online. Your customers are going to find the information they need from someone. How will you help them? What can you provide that will be useful? How will you stand out in the crowd? How will you build trust? Where will they look for this information?
Here’s a way to simplify the process:
1) Determine Who
Who do you want to reach? If there are multiple audiences you’ll need separate strategies. Learn as much about them as you can.
2) Determine Your Objectives
Are you after sales leads or brand awareness? Are you trying to establish credibility or educate customers? Choose the “ingredients” of your marketing mix based on your objectives.
3) Determine What
Content should also be aligned with objectives. What can you show, what can you say, what have you done, that will help you accomplish your objectives? How will you show it, how will you say it, how will you communicate it on each of your selected channels? This is content strategy.
Some B2B marketers are probably moving too quickly into new media, while others aren’t moving quickly enough. But whether you are just beginning to embrace it, or have already jumped in, taking the time to develop a content strategy will help ensure your success.
Coming soon… Content for Biz will offer a complimentary B2B content strategy worksheet for all our subscribers. Sign up today be sure you don’t miss it.
Creativity includes process and technical ability. Below are some recent posts from Content For Biz that explore the process on how to create (not copy) quality content.
Successful Facebook pages are all about involvement. How will you keep website visitors involved and engaged?
What’s your social media strategy? If you feel as if you are talking and no one is listening, it’s time to consider a new strategy. .
Here are 10 things you can try.
1) Include a compelling call to action. If you want me to like you, give me a good reason why? Keep your message front and center. Offer an incentive.
2) Try something fun. Ecyler produces a weekly 30-second series called “Crush that Can” which highlights fun ways to collapse a can for recycling.
3) Demonstrate your product or service with a video. At StellaDot company founders showcase all the feature of their fashion products and how to wear them.
4) Launch a contest. Western States Cat held launched a heavy equipment rodeo at 12 locations across its territory. Participants competed in five event and the winner from each location will compete for a championship. Share the news on your Facebook page.
5) Seek out legitimate feedback on your products and services. Conduct a survey asking readers a simple question?
6) Have employees tell a story about what they do for the company.
7) Offer discounts for involvement. Offer a discount if they post of a photo related to them using the product. Threadless allows users to upload photos of their own t-shirt designs.
8) Promote community content if you are a local business.
9) Give them something for sharing with a friend.
10) Respond to posts in a timely manner. Thank your fans for contributing and call them by name..
Let me know how it goes.