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?
