Content marketing is one of the most discussed topics at SMG everyday, and this week we would like to share some of the conte-related items that caught our attention with you. For those of you not entirely familiar with content marketing, I think this short interview Social Examiner did with C.C.Chapman, co-author of Content Rules, should provide the basics.
From the interview, Chapman explains his definition of content and why it is important for brands,
“Content has been around forever, since we were kids. We’ve been creating content whether we called it content or not. We email newsletters, print ads, radio ads, all that is content. So it’s nothing new, we’ve known content marketing forever. The problem is, now in the internet, anybody can create content, publish content, get it out there. And let’s face it, there are a lot of them coming out, there is a never ending stream of content coming out. So doing content marketing and doing it smartly and strategically is the thing that’s hard and gets people lost. You maybe doing it, but you maybe doing it the way you did 10 years ago, but your customers are not the same as they were 10 years ago.”
He makes good points. Now with social networks it takes a lot more consideration and planning for brands to create content, even for the entire marketing strategy.
What does Content Marketing mean for B2B companies?
Now let’s take a look at content marketing for business-to-business companies. Research conducted by eMarketer.com has presented insights on how Content Marketing helps B2B companies to boost their lead generation effort. eMarketer’s Lauren Fisher, author of this new report says:
“Informative, nonpromotional content in the form of webinars, white papers, videos, blogs and peer recommendations on social networks and forums can attract prospects,”
“It can also be used to build and maintain ongoing relationships with potential buyers—a must for remaining top of mind throughout the purchase process.”
The figure below shows the different effects generated by different types of contents for B2B and B2C companies.
Based on the research, Fisher continued:
“Online content is the fuel for the new B2B marketing lead generation engine,”
“In creating informational, educational and actionable content in the form of white papers and webinars, marketers can effectively lure early-stage buyers into their sales pipeline.”
“By mixing this content with comparative, company-specific and interactive content—and regularly sharing it via email or e-newsletters—marketers can build relationships designed to nurture prospects throughout the sales funnel.”
Content Marketing and SEO
Good content assets go far. This infograph from Brafton shows that a good content marketing strategy helps brands to deeply engage with their customers and helps the brand to boost SEO ranking on search engines.