Can Supplier Science Improve Your Content?

August 27, 2012Mary KlestLeave a comment

Supplier science can build trust and fortify product claims. It can add interest to a product story and generate confidence in buyers. B2B website content is often good at describing benefits and features. Some of it may already be known or shared by competitors. Content derived from, or depicting, supplier science is unique and can help companies differentiate their products.

Credible Sources Build Trust

When phytonutrients manufacturer Sabinsa Corporation introduces new functional ingredients to the foodservice industry they let Dr. Reza Kamarei, who received a Ph.D. in food science and technology from Massachusetts Institute of Technology, talk for them. He presented his company’s research findings at the recent SupplySide Science Tour in Chicago. Dr. Kamarei cited a phytonutrient’s history, stability, clinical effectiveness, self affirmed GRAS (generally recognized as safe) and results from a clinical trial. This is something a sales person or engineer cannot do. Research from a credible source makes a customer such as Tutti frutti frozen yogurt feel good about including ingredients with potential health benefits in their product.

Translate Supplier Science Through Storytelling

We are not a nation of science geeks. But we appreciate what science can do for us. Iriduim, a global mobile satellite communications company, establishes credibility with storytelling through its Adventure Stories. Their reliable sources happen to be their customers. The stories are culled from actual events that affirm product capability and generate confidence in its application.

Diffuse Skepticism

Can routing and mapping software make logistics company managers feel like Magellan? Computer science and technology provides navigation tools to find not just any trucking route, but the fastest (and most economical) route. INRIX predictive traffic forecasts take into account weather, road construction and local variables. Accuracy and reliability are important so INRIX mentions their research and development efforts in the website copy. They also mention why Ford chose to partner with them.

In the B2B world supplier science can diffuse skepticism and help sell products. Content based on supplier science can bridge gaps and create confidence during the decision process. Content formats go beyond website copy. It can include video demonstrations, whitepapers, news releases, case studies and print material. Because science may be specialized find a content writer who can translate science-based information into a useable format for the audience.

How does supplier science play a role in differentiating your products?

The Value of Social Media Connections Hits Home

August 22, 2012Joanne CostinLeave a comment

When my 27-year-old stepson went missing in the desert after his car broke down on Aug. 6, our hearts sank with the news. Law enforcement began their search on the night of the 7th and did not find him. Our friends at Randall-Reilly, publishers of Overdrive magazine, quickly sprang into action, spreading the news through their blogs and social connections. Truckers everywhere, asked the question: Had anyone seen Bryan or his dog?

I posted a release on Patch.com and emailed it to friends, and family. I shared it using LinkedIn Updates, LinkedIn Groups, Twitter and a PR distribution service. Through Twitter others reached out to us, including @missingincalif who lives near the Mojave Desert. Her husband was on the team that searched for Bryan that first night. She saw our story and offered help. Ideas were shared, along with helpful connections.

My husband left Chicago for Barstow, Calif., to meet with law enforcement and to help find Bryan. Meanwhile relatives phoned hotels and faxed a description. My niece and others helped locate Bryan’s California friends on Facebook in hopes that someone could provide a clue.

My husband asked truckstop managers to post flyers. No one refused. Many truckers offered to help spread the word themselves.

Prayers came our way through every possible medium– from friends, family and complete strangers; from a woman whose daughter had gone missing years before near Ludlow, Calif.

On Friday night, the search resumed in temperatures well over 100 degrees. Hours later, in the last attempt to find him early Saturday morning, the body of Bryan and his beloved dog Ruff were recovered.

Our hearts are broken and lives changed forever with the loss of our kind and loving son. But while we did not get the safe return we all prayed for, there was an ending to Bryan’s story, something many others with missing loved ones do not have. Others must go on living not knowing what happened to their son or daughter, their father or mother, sister or brother. Thousands go missing each year. To those who shared the news about Bryan in every way they knew how, we are so grateful for your efforts, and for your social connections. Without this influence, we truly believe the search may have ended days earlier, before Bryan and Ruff were ever found.

The next time someone dismisses social media as stupid, or inconsequential, tell them this story. Social media is powerful and the connections very real. Websites and social media activities help keep missing person stories alive, long after the police give up. Build your connections and use them wisely. You never know when you may need them for something so important.

One way to help find missing persons is to sign a petition in favor of Kelly’s Law. If passed this law would require law enforcement to enter the information of missing adults into a national database of missing persons within 12 hours.

Thanks for sharing and connecting.

Create a Timed Content Marketing Strategy

August 14, 2012Mary KlestLeave a comment

Like scientists pondering the nature vs. nurture question, content marketers are learning that brand success requires both immediate reaction and long-term engagement from customers. Companies can create this yin-yang result by developing a timed content marketing strategy.

Companies and industries have prime marketing seasons based on demand cycles, annual conventions, trade shows, product introductions and other influences. Consistently meet the information needs surrounding these events. Content marketers can create aha moments for prospects while fostering loyal sentiments from long-time buyers. Here are two factors to consider when timing your content.

Know who’s interested before they have a problem or need.

Reading, adding comments and replies to content are immediate reactions from those interested in the topic. B2B content marketers generate articles (79%), blog posts (65%), videos (52%), e-newsletters (63%) and social media (74%) on topics around the clock. These percentages are culled from a 2012 survey conducted by the Content Marketing Institute. Acknowledge and respond to these reactions and you are on your way to building a relationship based on a mutual interest rather than a problem or need.

Review the quality and length of your content writing.

Research cited by Michael Brenner at B2B Marketing Insider shows lots of vendor content is not delivering value. Buyers reported less than half of vendor content is useful. What reaction is this causing? Those producing low-value content are 40% less likely to win the business.

If buyers don’t have time to read lengthy content provide a summary. Add insights based on customer interest. This personal approach saves customers’ time. It grows their appreciation for your considerate expertise. Chunk and package content based on what you know about your audience. Add this kind of timing to your content cycle to build a robust and effective content marketing strategy.

How does timing play a role in your content marketing strategy?

Successful Email Marketing Crosses Platforms

August 6, 2012Mary KlestLeave a comment

Today, email marketing rarely stands on its own. Companies that integrate direct mail, social media, and landing pages do better in adding and targeting ideal customers. Email campaigns marketed with usable well-packaged content update, educate and entertain their subscribers. It is cost effective and easily measured. Some times best practices are missed and the effort flounders. A good subject line, quality content writing, seamless content access, value and a call to action are always important. Here are a few good and bad examples of email marketing from my inbox.

Make it Seamless

Subject Line: A Taste of the Tropics, Asian Sauces: Adapting Authenticity, more!

This company announces they’ve created a Content Library on Ethnic Cuisines that contains free archived content to help answer my most-pressing questions. Fantastic. Content for Biz Inc provides food service writing for clients so this is well targeted. But when I click on the Content Library link, I have to register or login to see the content. If I’m getting this via email, don’t they already have my information? I stop here. They have failed to help me quickly access information.

Subject: On The Fly: Who’s In and Who’s Out in Chef Shuffles for the week

This weekly newsletter updates subscribers on chef, restaurant & food news with brief descriptions and links to online articles. With one click I find the information I’m interested in. Mission accomplished.

Educate

Subject: [Tips] A perilous journey, fraught with danger…

This is the first email I received from a 7-day email mini course I found on the Promotional Product Solutions website. The course offers tips for buying green promotional products. The weekly emails are easily digested taking about 2 minutes to read. They answer every question I have and those I don’t know enough about to ask. The writing style is entertaining and concise. Additional subject lines from this well-packaged email campaign read:

[Tips] A secret technique to personalize your search

[Tips] Have you ever come in over budget?

[Tips] The biggest hurdle

[Tips] Landmine Removal

I receive a direct mail piece from them weeks later that is easily recognizable.

Open Opportunities

Subject: July Ezine

I open this email only because it is from someone I know and like. The content engages me with a story that includes vivid memories of the owner’s first retreat. She announces a new division of her business, but is not clear about what that division is. After reading more paragraphs I learn she is offering customized personal retreats. Okay. Who doesn’t need a retreat? But no other details are given. Her call to action is this: “If you’re curious to learn more, contact me.” A call to action needs to answer at least what, why and when. Her content fails to offer enough detail to make an inquiry.

Stay Agile

I open another email where someone with a huge following writes a post about how fantastic a company’s newsletter is, but when I go to the company’s website there is no newsletter sign up box on the Home page. This is a missed opportunity.

Packaging your email campaign with good visual and information design opens opportunities across platforms. Don’t forget to make the content seamless, educational, entertaining and engaging. Your efforts will be rewarded with increased loyal subscribers who trust you and your brand.

Company Content Reviews Emphasize Copywriting Skills

August 3, 2012Mary KlestLeave a comment

Content writing reviews from Hubspot and Mashable caught my attention this week. They both cite companies that rely on copywriting skill to achieve business objectives.

In a blog post the folks at Hubspot describe the copywriting at 10 different companies as amazing. The copy succeeds in the following ways:

– Describes how everyone feels while in the midst of whatever you offer

– Gets people to open their emails: “A few ways to …”

– Is clear, concise and crisp with a touch of whimsy

– Uses puns and stories in product descriptions to bond with buyer persona

– Says a lot with few words

– Spins customer service issues by being playful, helpful, and informative

– Crafts powerful taglines that explain the value proposition

– Strikes a balance between professionalism and humanness

– Employs data to prove a point while still telling a story

– Is humorous, timely and relevant

– Positions brand through themes and is highly personalized

Sivan Cohen reports on the Mashable blog that fewer than 21% of technology companies have a corporate blog. She cites five company blogs that work and why. A reason for each of her choices is given:

– Includes relevant tips and tricks for navigating the online world

– Offers a platform for users to tell their stories

– Connects event attendees to people behind events

– Provides unique insights

– Emphasizes creativity and fun

When skillful copywriters understand business objectives and audience interest everybody benefits.