Business to business marketing
professionals are increasingly understanding the value of a content led marketing strategy.
Charles
Green, author of The
Trusted Advisor says “Valuable
content is the focus of all successful marketing today.”
Engaging current and potential customers through thoughtful
and useful content is more powerful than above the line and direct mail. It can
be delivered through channels that customers have opted into, removing its
disruptive nature, and can much more effectively targeted.
I accept that
writing a blog can seem like producing popcorn if are used to delivering more
detailed white papers and magazine articles. I accept that a single blog can
never give justice to a large and complex topic. I know that blogs are as transient as the paper we use to wrap fish and chips in.
However, I firmly believe the meaning of communication is
the response you get, and one of the most effective ways to get an immediate
response to a business idea is to publish it as a blog that will resonate with your
customers.
I am not for a moment advocating
producing blogs for the sole purpose of provocation, but obtaining a response
is a valuable outcome for blogging commercially. Longer written pieces have their place, and
sometimes anything less may seem vacuous. If you are writing to stand out and generate
business, a series of
regular blogs focused on the audience you want to engage with is powerful way to start.
Blogs are low
cost, fast to produce and an effective way to get some personality onto your
business brand.
Don’t just take my word for it. Last week I attended a super
seminar at The British library arranged by Kogan Page.
The highlight for me was two experienced and talented
commercial content producers Sonja Jefferson
and Sharon
Tanton, who’s new book Valuable
Content Marketing is much longer than this blog, and even more informed.
No comments:
Post a Comment