Over here at McBru, we work hard with our clients to produce all kinds of marketing programs. From blogging to lead nurturing, from banner advertising to influencer relations, the success often pivots on producing information that is important to the target audience. That’s why content marketing – using information to engage with customers – is so important in B2B, especially high technology.
Over on Copyblogger, Sonia Simone unveils the secret to content marketing in the post “The First Rule of Copyblogger.” Ready?
Do not publish content that sucks.
The wrong thing to do, Sonia explains, is put out “Spamducation” – “A white paper, special report, video, podcast or manifesto that claims to solve a pressing reader problem, but is in fact a thinly disguised ad.”
While Copyblogger speaks more to the B2C crowd, we feel this advice is doubly important to high-tech B2B marketers. Your customers have long sales cycles and long memories. Don’t disappoint them at any step, and leave an opening for a competitor to come in with better G2.
Take the time to give them good content, and they’ll be more inclined to give you good business.