B2B marketers, which of the following performance marketing channels do you consider your bread and butter for turning prospects into clients? Social? Search? Email marketing? Affiliate? These are all worthy lead generation programs, especially when they are integrated to form a multi-prong approach. But how are you leveraging these channels? What are you doing to engage potential clients? Are you getting tired from all of these questions? If you are, grab some coffee because it is time to re-focus on your content strategy.
The bells and whistles of integrated performance marketing are only as strong as the content they promote. Being able to identify prospects is a great start but it is important to provide them with compelling content. In the fast-paced digital age, relying on your brand reputation – no matter how stellar – is not enough to secure partnerships. Continuously reinforcing your position as an industry leader is essential in order to remain top of mind with your existing and prospective client base.
So what kind of content will compel your target audience to act? Again, the digital age has changed the game. Prospects are savvier. They are not interested in self-reverence or brand boasting. Make your content informative and objective. It’s about showcasing your intellectual capital, not showboating. White papers, case studies, blogs and webinars are great examples of high level content that can attract and engage prospects without preaching to them. If the content is great, it will resonate through your might performance channels ultimately driving leads and client conversions.
Remember: Don’t be content with subpar content. Great content will drive great multi-channel results.