Mary Klest | Content for Biz Inc.

Content Pays Homage to Craft & Materials

I read this quote in a furniture catalogue by woodworker George Nakashima: “Ultimately the woodworker’s responsibility is to the tree itself, which has been sacrificed to live again in the woodworker’s hands.” I wanted to know more about Nakashima’s work so went to his website where I learned about him, his family and their act of product creation. There are many lessons on this site that go beyond woodworking. The content engages the visitor by paying homage to the man, materials and craftsmanship. It integrates art, story and e-commerce.

Be Visually Unique & Unexpected

The first thing I notice is how strong the images are of materials, people, sketches, and environments. Like the products produced, the images are unique and telling. I am surprised and pleased to see this unexpected image when I click on Custom Designs.

Tell a Story

On the About Us page is this stated philosophy toward the kind of work they do: “In a world where manual skills are shunned we believe in them, not only in the act of producing a better product, but in the sheer joy of doing or becoming. We feel that pride in craftsmanship, of doing as perfect a job as possible.”

Nakashima’s bio tells the story of a Japanese American born in Spokane, Washington who traveled throughout the world. In 1942 he was sent to the internment camps in Minidoka, Idaho. He moved on to win awards from prestigious organizations including the American Institute of Architects and held shows that inspired generations of architects and designers. He died in 1990.

Position the Product

Nakashima’s book The Soul of a Tree can be purchased on the site. The furniture, inventory, and custom designs are available too and managed by his daughter, Mira. A separate page introduces each facet of the business. The Inventory and Furniture pages look like a catalogue clearly indicating this is e-commerce. The other pages position products as art pieces and “installations”.

Share the Process

Under the Custom Designs menu, processes and finishes are described. How to Set Up an Appointment orients the visitor on working with the company including the sharing of ideas, selection, production and delivery of products.

Invite Visitors to be Part of the Mission

Nakashima’s Foundation of Peace began with his wish to build “Altars of Peace” in each of the seven continents. Three have been completed. Donations are being collected through the Nakashima Foundation for a fourth to be located in South Africa.

The content on this website engages visitors. Better yet, it inspires.

Steal the Voice of Your Top Sales People for Web Content

As the Web evolves so does the conversation between a website and its visitors. Information is important in the B2B market. Your top sales people have spent long hours in front of clients. They know what prospects are asking and how to answer those questions. The way information is presented on websites is changing. In part due to the increasingly social aspect of client/customer relations created by social media channels such as Facebook, Twitter and LinkedIn. For this reason, listening to the voice of your top sales people can give insight on how to write content for your business website.

Build Rapport

Top sales people learn specific actions and when to apply them. The first step in the sales cycle is to build rapport. Websites that have pop-up ads appear before the visitor has engaged with any content are missing this step. A nice design and easy navigation invite the visitor to explore. Offering something on the Home page helps build rapport.

Keller-Heartt Oil Company recently introduced a new e-commerce site for its customers in the lubricant and absorbent industry. Their market segments are categorized by Automotive, Industrial and Trucking. First though, at the top left corner of the site they offer everyone their “Winter Specials” much like a server in a restaurant does before taking your order.

Make Agreements

Listen to your top sales person get an agreement from a client. There is less persuasion in sales circles now and more reliance on upfront agreements. They define the purpose, agenda and outcome. On a website, agreements can take many forms. Sign up for a free consultation or subscribe to an e-newsletter.

I got this response from Keller-Heartt: “Thanks again! We look forward to providing you with value-packed newsletters, information and special offers just for you!”

Talk With Experience

A top sales person knows the product they are selling. They know how the product is most effectively used, its features and benefits. They tell stories. Online this may include customer testimonials or case studies like the “Real Stories” featured on the Sutton Enterprises Inc. website.

Solve Problems

Top sales people have the knowledge and communications skills to solve problems. If your customers need reliable delivery service, add your assurances to the web content: “We have established an emergency delivery system so if you need it now, you’ll get it now.”

Content marketing strategies can be made more robust when top sales people are involved. They know customer pain points and the mindset that drives the target market. They understand price points and the competition. Your website content can directly address these matters, your capabilities and advantages.

Post Sell

Wanting to keep a customer happy and buying more, your top sales people keep in touch and solicit feedback. Online this may be done through a customer survey, newsletter, forums, e-mail and social media. Or, offer complementary products the next time they visit.

To differentiate your company from the competition, good content writers heed to insights from top sales people and customers. To get the tone of the copy right, it may work to steal the voice of your top sales people to engage website visitors. Do your top sales people contribute to your content marketing strategy?

2012 Content Strategy Trends for B2B

B2B companies will continue to rely on quality content in varied forms to differentiate themselves and their products during 2012. The website is still home base for most companies, but social media and branded content are augmenting their online presence. Marketing budgets are increasing in these areas. Companies are looking for business professionals who can develop content using a strategy that makes sense for their business.

To build relationships online B2B companies are adapting.

Websites

On websites prospects are looking for your location, contact information, what you do, a clear message, and easy interaction (click to chat?). Those not familiar with the company head for the About Us page first after reviewing the Home page. They also want to know who your customers are.

For 2012 you may want to consider using a lighter tone in your content to engage prospects. Be genuine and use simple language. Keep evolving with the design of your site to see what works best as your offers or strategies change. Ways to add interest might include a blog, twitter feed, customer reviews/ratings or videos featuring your customers.

Social Media

For some B2B companies, social media is becoming a customer service outlet. It is on the social channels that they receive feedback and respond to customer inquiries and comments. Using social media this way can strengthen SEO ranking.

According to a recent survey of B2B marketers conducted by the Content Marketing Institute Twitter outdoes all other channels for content distribution with 74% of B2B content marketers using Twitter followed by LinkedIn (71%), Facebook (70%) and YouTube (56%).

Other content statistics from the survey show the following increases in usage:

Blogs: 45% increase
Case studies: 32% increase
Videos: 36% increase
Webinars/webcasts: 25% increase

Branded Content

A study conducted in 2011 by the Custom Content Council and ContentWise shows that branded content (content produced by a brand that is driven by narrative, not commerce) represents more than 50% percent of the total marketing budget. Why use branded content? The most often cited reason was to educate customers. Branded content has lots of forms including guides with exclusive tips, books, videos, newsletters and blogs that address a particular topic of interest to an audience.

For 2012, more branded content will be used by marketers of all sizes. Nearly three quarters of respondents to the survey believe it is more effective than magazine advertising. Sixty-nine percent think it tops direct mail and public relations.

Content Strategy

Content strategists help companies create and position their content. Strategist Ahava Leibtag predicted that in 2012 more companies will rely on content curation (the vetting of information for customers), delivering and displaying content (think mobile devices) and integrating marketing and communications (social media people trained in customer service).

What becomes apparent is that in 2012 investing in quality content delivered by professional content providers is a good business strategy.

Two Examples of Words That Fit

Finding the right words is big business. In the content writer trade, words that fit are problem-solving products. They support innovative thinking and offer new perspectives in an easily digestible form. Words can describe and persuade. They also have rules.

Myths surround word usage rules. Some people believe “But” and “And” are unacceptable words to start a new sentence. Debates ignite and controversy waves through circles of strictness. But word practitioners and people who think a lot about expression find words that fit in spite of the rules. Below are two examples that roam outside the range of dogma but remain in the realm of reason. They use words wisely.

Author Daniel Kahneman writes in his book Thinking, Fast and Slow: “A sentence is more easily understood if it describes what an agent does than if it describes what something is, what properties it has.” Kahneman is the 2002 winner of the Nobel Prize in Economic Sciences and professor of psychology at Princeton University.

In his book, he creates fictitious characters named System 1 and System 2, agents of the mind, in order to tell a story. He shuns the more descriptive “automatic system” and “effortful system” for the sake of brevity. He writes that such words take longer to say which diminishes working memory and thus reduces ability to think. He justifies his use of System 1 and System 2 this way: ”The fictitious systems make it easier for me to think about judgment and choice and will make it easier for you to understand what I say.” He shows readers what the ‘systems’ do.

Steve Jobs was inundated with criticism over the seemingly wrong use of the word different (rather than differently) in Apple’s “Think Different” ad campaign. Jobs’ biographer Walter Isaacson quotes him on his usage of the word. “It’s grammatical, if you think about what we are trying to say. It’s not think the same, it’s think different. Think differently wouldn’t hit the meaning for me.” He’s using the word as a noun, not an adverb.

Words that fit expand usage rather than restrict it. Share your examples of words used wisely here.

Content For Biz Most Popular Posts In 2011

The Content For Biz most popular posts for 2011 surprised us in some ways. The list contains how-to’s, but also an industry specific post. The favorite topics reflect our position as journalists who understand content marketing. The most popular posts reference audiences, press releases, content strategy and credible sources as well as methods.

Sharing of posts through social media sites helped us garner more page views. A few of the posts were picked up or shared by Internet leaders including Chris Brogan, Denise Wakeman and Mari Smith. We see a big spike in page views when that happens. Mentioning Facebook and LinkedIn in a title seem to generate traffic as well.

Take a look at our list and add a link to your own Top Ten posts in the comments below.

10. 7 Tips for Getting Your E-newsletter Read

9. How To Position Your Call To Action

8. The Best Press Release Distribution For B2B Companies

7. Facebook Tips From LinkedIn Groups

6. Keep Your B2b Web Content Current And Long Lasting

5. What Should I Pay A Content Writer?

4. Are the top 10 Construction Management Firms Missing the Boat on Blogging?

3. A Visual Content Strategy Engages Audiences

2. How To Find Credible Sources For Articles, Blog Posts And Whitepapers

And here in our top spot is the most popular post in 2011: