"When did 'outbound' become unfashionable?"
"Is 'inbound' here to stay?"
And "what is 'content' marketing all about?"
Find out our views on what's happening to marketing for B2B companies.
Those of us with a background in marketing have been watching as the discipline changes and adapts over the years. But, recently, I have the feeling I missed another memo, this time about content marketing. When did outbound become unfashionable and inbound become the ‘in’ thing?
I don’t think any of us have missed the memo, if I’m honest. Content marketing is becoming ‘the big thing’ for marketers today. A lot of companies are adopting an inbound/content marketing strategy today, next year it’s likely to be mainstream for all* B2B companies
I recently attended an event about content marketing where the presenter, Stan Woods of Velocity Partners, talked about the changes in buyer behaviour driving this change. He showed us a video which contained some amazing facts and figures to back this up and then went through some great examples of how to make content marketing work for your company. The light bulb moment for me was talking about getting marketing off the rails. You know the kind of marketing I mean, when a company broadcasts why it thinks its products are fantastic and why everyone should agree… Content marketing is different than that. It’s the kind of marketing I’ve always believed in. The kind I’ve always tried to do. And now, it seems, it’s the ‘revolution’ we need to help our companies survive.
The big mindset shift has yet to come with companies who are bound to their product release schedules. Can they really get to the point where they understand what a content marketing strategy is and why ‘me, me, me’ or ‘me too’ marketing won’t work anymore?
Buyers will research products, benefits, features, pricing, customers and reputation before they purchase. Your press release or advert won’t necessarily tip the balance in your favour, but showing your expertise, demonstrating value and having a ‘voice’ in the market, will.
The secrets of success? Creating great content is a must. Having outstanding copy is a must. Utilising analytics is a must. Understanding your customers is a must.
There’s still much to learn as content marketing evolves, but I’m ready. And, no, I didn’t miss the memo! I’m passionate about the change, I’m happy I’m involved and looking forward to what’s next in marketing. Are you?
Stan ended his presentation with the following words of wisdom: ‘We’re only as good as our last piece of content.’ How very true!