It's Not the Medium, It's the Message
A lot of marketers have stopped talking exclusively about themselves and have started instead to "market with content". That's right; they are producing content that is relevant and valuable to their target audience. The messages have a value that is separate and independent of their usefulness to sell products and services. The medium isn't quite so important.
This is a critical point. You could continue using ads to simply tell your prospects how great your products are. But what would it do for your reputation if you shared information in a way that somehow helps those future customers today - even if they aren't ready to buy your product yet?
Business customers, just like individual consumers, are tuning out marketing messages more often. If the ad doesn't appear to have immediate relevance the message doesn't get through. However, these same potential customers are always on the lookout for information that can make their jobs easier or help them do it better.
Here is an example. Which would a mailing center manager be more likely to read? A marketing piece that made claims about how a particular mail piece tracking system is better than the competition, or an article about how missing or mixed statements can affect customer retention and sales? The latter content seems more useful and compelling. It is likely to be read by more prospects. In contrast, the pure marketing piece will be skipped by all except those who are currently in the market for such a solution.
Which of those pieces is likely to be shared and discussed in social networking environments, both online and offline? Again, the traditional marketing piece falls short. This makes the informational content itself more powerful than the media in which it originally appears.
A new focus - marketing and publishing
For most companies in the document industry, this is a revolutionary change in the way that products and services are marketed. There are a few who have embraced this approach, but those who have been consistent and successful are in the minority. For the rest, today's technology and trends are an excellent opportunity to catch up. Easy and inexpensive access to multiple channels are a way to move away from being seen as marketers and towards a more desirable image as thought leaders and trusted resources. Companies of any size can enhance their reputation through content marketing.
Utilizing the existing media such as trade publications, web sites, and trade shows will continue to be an important piece of the overall marketing plan. But marketers also have a chance to be the content instead of just being an ad that appears near the content sought by their prospects. Document industry vendors can do this in their own publications like newsletters, blogs, and web sites as well as in the established media.
Key Points Regarding Content Marketing
Get started now - The effects of content marketing take a while to kick in. Developing a reputation with your audience is something that builds over time. Waiting gives your competition an advantage that is difficult to overcome. There can be only one "Number 1 Expert". Make sure that is you.
Know your audience - Make sure you know the groups with whom you want to communicate. What are their challenges and their motivations? What problems can you solve for them? What channels will you use to reach them?
Know your objectives - Yes we know - more sales. But what happens first? More web site visitors? Frequent downloads of your white papers? An increase in demos or videos viewed? More subscribers to newsletters? A surge in speaking invitations? Content marketing does not contribute directly to sales; it prepares prospects to be more receptive and accepting of sales messages when the time is right for them.
Measurement - How will you know if your efforts are working or they need to be refined? Take baseline measurements such as web visitors and time spent on your site, number of demos, etc. Then make sure that your content or the channels you use include some sort of metrics to help you gauge your efforts. Avoid publishing without a way of measuring the impact.
Commitment and resources - Content marketing is only effective if it is done consistently. Plan a publication schedule. If you will be using internal resources as your content providers make sure they have several uninterrupted hours each month dedicated to their efforts.
This is where many companies fail by the way. Internal experts are often so valuable in their primary function that any issues or projects in their "main" area of responsibility take priority over their writing duties. Before you know it, months have gone by with no content being published. Almost every document industry vendor I talk with has had this experience.
Transitioning from an organization with a typical marketing focus to one that uses informational content to raise awareness and build trust isn't easy. But the results will be worth the effort. Make your plan, line up your resources, and get your message out there!
Sincerely,
