Useful content, sent via an array of content marketing channels, is an effective way to give quality information and solutions to your customers, whether individuals or business-to-business (B2B) customers. They want to buy products that help them and/or their organizations operate effectively and efficiently. These customers don’t want you selling to them immediately – they want to make informed buying decisions based on the analysis of this quality information that you, the marketer, give them.
The following are eight content marketing channels you can use to educate customers and potential customers regarding your products and services. These channels will assist you in presenting solutions to your target market, who make purchasing decisions.
Your email campaigns must be in a clear, plain copy that is easily readable. Make sure your emails do not include distracting, annoying graphics. In addition, make sure they provide relevant, high-value information.
A report is a standard form of business communication. These business reports meld qualitative and quantitative information in a logical format. They serve as vital business documents that you can use to provide up-to-date, detailed information to a customer or potential customer. Like emails, they must be clearly written.
Articles are interesting and informative documents that you populate your business website with regularly. You can also add articles to your blog. In addition, you can publish articles in trade magazines you know your customers read. Furthermore, you can send timely articles to customers and potential customers to give them information and data that helps them in their decision-making concerning purchases.
A good white paper provides your customers a fresh perspective concerning solutions to their problems. They highlight your products and services in an intelligent manner, focusing on giving data, facts, and such that prove the effectiveness of your products and/or services.
A quality white paper focusing on customers’ needs lends credibility to you and your company. White papers are information documents that reach people outside the typical sales process.
With case studies, you can collect evidence and information through diverse sources. This includes interviews, observations, physical objects, and/or the analysis of archival information. You can use a combination of the different sources to create an informative, helpful case study. Additionally, you can include quantitative data as is feasible.
In essence, a case study is a short, to-the-point, straightforward story with a conclusion that provides a solution. A good case study helps readers identify with the situation. They see their situation in the case study’s story.
You draw the reader into the case study with facts. The case study then offers premier solutions to help the reader. Essentially an information document, a case study helps individuals make decisions based on quality information. It can facilitate faster decision-making.
People you want to connect with will attend your event if they believe it is truly beneficial to them and/or their company. Therefore, an event you hold should have a speaker who is an A-list expert on a topic other business professionals are interested in.
Before you place a telephone call to a business, know whom you’re calling, and the issues they are facing in their enterprise. Call as a follow-up after sending a report, case study, white paper or after the individual has attended your event.
Send only relevant material. A simple one-page direct mail letter in a plain #10 envelope works the best. Make sure the letter has a clear and concise offer for information. The main offer of your direct mail communication should include reports based on studies, research results, and high-level white papers.
Use the above content marketing channels wisely. Let them be your tools to educate others on what you have to offer and why they will provide solutions to their needs. Prove to individual customers that you do business with that your desire is to help them with their problems and concerns.
Remember, your goal is to educate initially, throughout the process, and in your concluding presentations. Continuing education is also essential in after-sales service, with information on product updates, new ways of using a product, and more.
In the case of business-to-business (B2B) customers, prove to them that your focus is facilitating informed buying decisions that move a company forward. Prove to them that you’re not a one-hit wonder – who sells, moves on, and doesn’t care about the true needs of a client.