by Erika Cannon, President
There are two components to content marketing – which are articulated in the two-word name itself:
- Content: it must be interesting and relevant. Your prospects should see it as informative and beneficial so that when they receive an email from you, they’ll open it, expecting good stuff.
A prospect recently thanked me for the interesting content we provide on a regular basis.
I was shocked – not that our content is good (because of course it is), but that a prospect would take time to respond simply to thank me for providing meaning information to her.
- Marketing: content must be delivered on a consistent basis. Unfortunately, everyone is not ready to do business with you today. By providing relevant content to the right person on a regular basis, your contact information is accessible for when he’s ready to take action.
Another prospect recently emailed and said “Your timing is good,” and agreed to my invitation to talk. His mention of timing combines both of our techniques: because we were relevant, he continued to receive and open our material until the time was appropriate to meet.
A recent study by the Content Marketing Institute and MarketingProfs showed that only 30% of B2B marketers say their organizations are effective at content marketing, which is down from 38% last year. As content continues to be king, and as the above examples articulate the bottom line effect content marketing can make, you want to have relevant content that is marketed effectively.
