Content marketing is expected to take off and gain even more traction, making it one of the primary forms of marketing for B2B businesses in 2014.
What’s the best way your organization can embrace content marketing this year? Your blog!
Posts tagged: Content Marketing
Last week I attended an online webinar by eMarketer on B2B Lead Generation: Best Practices in social, content marketing and video.
One thing that really stood out to me was the power and effectiveness that content marketing can have for lead generation when done correctly; by establishing your business as a trustworthy and knowledgeable leader, you can attract customers and generate new leads.
If you're unfamiliar with content marketing, it's a branch of marketing that involves creating and sharing valuable content to a defined industry as a way of acquiring new clients. The content that is being created can take many forms such as infographics, whitepapers, how-to guides & videos, articles etc, all with the purpose of sharing pertinent knowledge.
Below are some content marketing best practices to keep in mind when incorporating it into your business's marketing efforts.
Niche sales and marketing is a tried and tested strategy for companies that sell to other businesses. Throughout my career, I've found it to be a strategy that works time and time again. My first B2B enterprise sales experience came with Lexmark, a global provider of printing and imaging products. Part of Lexmark’s early success was due in part to the fact we targeted very challenging vertical applications that drove a lot of volume and revenue. This initially served Lexmark very well and the company enjoyed rapid growth through the 90s.
This was a viable strategy in the 90s and still is today. One of our first blog posts at VA Partners was on focusing on the right target customers. I still talk to many tech entrepreneurs that don’t have a well-defined target vertical in mind. Entrepreneurs often want to sell to everyone. But with limited resources and runway, this is next to impossible.
Here are some of the advantages of focusing on niche sales and marketing: