Content Marketing has been steadily making inroads into many B2B companies suddenly waking up to the power of Storytelling in a digital...
Content Marketing has been steadily making inroads into many B2B companies suddenly waking up to the power of Storytelling in a digitally charged mobile world. While traditional marketing has been about cold calls, sales pitches and in personal sales. Content Marketing beats traditional marketing at the sheer power of word of mouth marketing getting amplified on social networks many times almost like compound interest.
Traditional advertising is a one way aspect of communication. Sales is one of your only measurements to see if engagement was really happening. With content marketing, you can have a two-way conversation with your customers and use varied tools to measure engagement. Watching your customers interact with your brand makes social media and content marketing fun and exciting. And, if you see that you’re not getting the results you want, you can quickly change track without a major investment of printing, ad space and production costs.
Traditional advertising shouts at your prospects, Content Marketing talks with them. The value of content marketing lies in the engagement between the customer and your company. Traditional advertising shouts at prospect customers whereas content marketing talks with them. Essentially, it is about the creation and participation in meaningful conversations and development of relationships. Content marketing can benefit your company by increasing sales leads and positioning your company/brand as a thought leader, in addition to increasing the number of visitors to your website.
Traditional advertising is the pudding and content marketing is the proof in that pudding.
In other words, we use traditional advertising to make people aware of our brand and, in many ways, to demonstrate the heart of our brand. It’s the content marketing that can bring living proof of our brand to our customers in the form of video demonstrations and interviews, educational webinars, case studies, white papers, blog insights and advice, and so much more. This proof is what will keep them coming back to your website and encourage their loyalty to your brand.
Traditional advertising relies on the push or outbound mentality to get messages in front of a target audience. But today’s B2B buyers are tired of being interrupted with one-size-fits-all messages. Fortunately for them, the Internet empowers buyers to search for and consume information that is valuable and relevant, enabling them to ignore the meaningless messages bombarding them at every turn. By embracing the tenets of content marketing, companies can deliver the type of information that prospects are seeking aligned with their interests, role, industry and place in the buying cycle and pull buyers to their sites.
Content Marketing is a Pull not a Push strategy. For people who truly remain stuck in the traditional marketing mentality, I’d use traditional arguments to justify taking a leap on content marketing: cost, reach, better targeting. First, content marketing can be done at much lower cost and with much lower risk on a campaign-by-campaign basis. Second, your “circulation” is as wide as the Internet and not limited to the circulation of traditional media so your advertising dollar goes far further (keep in mind you may need to actually explain how social networks really ‘work’ for this argument to gain real traction! No, I’m not kidding.). And third, content marketing is a pull, not a push strategy meaning that the exponentially greater numbers of people receiving your low-cost, low-risk, high-impact message are predisposed positively toward it in a way you’ll never get with traditional advertising.
At VALVE SOLUTIONS we take your content marketing seriously. We help your content create that magic with a fine balance between Content writing, Publishing, Promotion across pre-defined target industry and Unlimited Leadcapturing. This way you can focus on the more core issues in your business and leave the Content marketing to our experts.