Article

William Yates
William Yates 13 August 2015

Content marketing : integrity delivers competitive advantage

Compelling and engaging content is now absolutely key as outbound marketing gives way to newer, more sophisticated and effective inbound marketing communications, and strategic thinking and quality of marketing thought are ever-more critical to success.

Compelling and engaging content is now absolutely key as outbound marketing gives way to newer, more sophisticated and effective inbound marketing communications, and strategic thinking and quality of marketing thought are ever-more critical to success.



Inbound marketing communications promote an enterprise through the creation of blogs; webinars and podcasts; video presentations; eBooks; whitepapers; search engine optimisation (SEO); social media marketing; and other forms of content marketing.

Thought provoking content

Inbound marketing means sharing this content with everyone world-wide, and by creating content that specifically engages and resonates with your prospects and customers, inbound communications will not only attract visitors but keep them coming back for more.

But this will only happen if the content you provide is of sufficient quality to not only capture attention but to provoke thought, and prove that there is true value in what you have to say.

This means you need to understand your prospect or buyers’ persona, and be able to personalise your message.

Quality builds trust

And while inbound marketing is heavily reliant on careful and complex strategy in order to drive a marketing programme to a successful sale or series of sales through customer relationship management (CRM) and the loyalty this builds, integrity is still key in content development.

Today, buyers are smart and discerning. They have been exposed to Internet marketing in one form or another for many years, and will see through any attempt to mislead. You must earn their trust.

Strategic integrity 
This means that strategic planning must take into account not only the need for transparency in the marketing message but also avoid the hype associated with conventional outbound marketing content.

 

In b2b markets, prospects and customers may be up to 57% through the purchase decision process before ever contacting your sales representatives*, so your sale is almost totally reliant on the quality of your content.

Content builds visibility

And the remote nature of buyer behaviour doesn’t end there. Only 12% of your customer’s total mindshare* is on you as a supplier across the complete B2B purchase path.

 

Again, this means you need to earn their trust and now also prove that you should be their supplier of choice. And that means you will have to now prove not only your integrity, but also that you fully understand the products and services they require and can deliver on their needs.

Knowledge and integrity as marketing tools
There is a definite opportunity to gain and maintain competitive advantage in your marketplace if you follow the path to honest, transparent and knowledgeable content development, building a solid reputation for trust and integrity.

To do this means finding a digital agency that knows not only how to deliver strategically focused marketing content, that demonstrates your thought leadership in your marketplace, but also understands the power of honesty, transparency and integrity in market development.


*CEB best practice insight and technology.

Original Post Here

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more
Twitter: The Complaint Box?

Twitter: The Complaint Box?

Twitter has proved to be a vastly versatile platform over the years – but has the facilitated interaction between brands and customers turned it into a complaint box?

Teodora Miscov
Teodora Miscov 18 August 2017
Read more
3 reasons why pdf files shouldn't drive your content strategy

3 reasons why pdf files shouldn't drive your content strategy

Technical communication is everything related to the creation and distribution of your company’s product support information. But while product documentation is created to help users - partners, suppliers, installers and customers - it’s not always user friendly! In fact, creating immersive and personalized experiences to all potential end users is one of today’s biggest challenges faced by marketers.

Inês Pimentel
Inês Pimentel 17 August 2017
Read more