How to make your Marketing Content work

With so many options available, industrial buyers need to be interested, engaged, and then committed to learn more about your brand. Your target audience has so much marketing content directed at them, your messaging and content must stand out from the pack.

Here are some tips to make your marketing content work:

• Get to the point: Ensure your content gets to the point quickly. Your target audience will give up if your content is convoluted, or does not strike a chord quickly.
• Create relevance: Understand your target audience. Place them as the hero of the story every time. Determine what marketing content is of value to them and their business.
• Generate Interest: Communicate in their language to engage and generate interest. Create marketing content that becomes memorable and stays with your audience.
• Establish a point of difference: Be authentic and transparent with your messaging. Stay true to the voice and personality of your brand. Your values, your culture, and your reason for being must make a powerful connection.

Add value to their experience

This is where you will need to position yourself as a thought leader. Your brand will be recognised for its expertise and knowledge, so your audience view your organisation as a resource to first learn from you and then do business with you.

Here are some elements to consider to add value to their experience:

• Stay consistent: Commit to keeping your messaging consistent for all touchpoints, from websites and brochures to social media and customer communications. Get this right and your audience will absorb your content in a meaningful way and not be confused.

• Deliver your brand story: To make a powerful connection you will need to craft and deliver a compelling brand story.

• Humanise your brand: This will allow you to craft a marketing program that will gain their attention in a meaningful and personal way. That meaning comes from being able to articulate a clear brand promise, to land your ‘why’.

‘Why’ is the spark to your brand – it ensures everything and everyone in your business is pulling in the same direction. Letting your audience know about it is key to getting them to understand your story and then buying into your call to action or offer.

The final word

If you focus on creating marketing that connects with brand purpose you will inspire, rather than manipulate. This will help make your audience so engaged with your brand that they become uninterested in other alternatives. And, having bought into your brand rather than your product, they are more prepared to pay a premium.

Determine the value you deliver to then craft relevant, engaging, and consistent marketing content for your target audience.

If you are ready to develop winning marketing content, let’s chat.

Related: Download your Marketing Content Guide

Other Reading: Bringing H2H Back

MARKETING CONTENT GUIDE

Learn how to develop a winning marketing content strategy. You’ll need to consider a different approach to crafting content to set your industrial brand up to win for the long-term. With our Marketing Content Guide, you’ll have access to a proven approach to create a consistent and strong content strategy underpinned by your brand promise.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.