“Engage with customers on Facebook”
“Update your website”
“Join this new social network”
Before you engage in any of these content marketing activities, you need to ask yourself one important question – WHY?
“Why” is the most important question to ask before creating content. Content without a plan and clear objectives is a waste of time and money. Not asking “Why” is what is holding so many businesses in the pattern of publishing useless content, wasting resources and wondering why they even began content marketing in the first place.
There are dozens of content tools available to help you increase leads, convert those leads to loyal customers and become essential parts of your customer’s lives – but not all of these tools are the right fit. Take the difference between B2B and B2C buyers.
Typically, B2B buyers have a long decision cycle. There are several different team members involved in the process. B2B buyers need to evaluate the alternatives, run a cost analysis and figure out the next best step. B2C buyers on the other hand make decisions more impulsively. They are looking for the broad strokes and the perks of making a purchase.
Content marketing for B2B is about providing long term value. It focuses on in depth content pieces – white papers, webinars, etc. There are other components as well but long form content marketing is an absolutely necessity for B2B buyers.
On the other hand, B2C buyers are more focused on the quick, actionable content. You can get attention for your sustainable housewares business by sharing tips for a clean home or an article on the best vegetables to try this spring. You’re going to get more mileage out of this shareable content than an in depth ebook series.
But if a company comes to the content marketing process and thinks “Hey – I NEED to write blog posts, curate content, create a white paper series, publish an email newsletter, do an infographic, connect with my audience on ALL social media platforms and do a few powerpoint presentations – NOW!!” they are doing themselves a disservice.
Content has to be tied to a goal and the goal is determined by answering the question “WHY?”.
WHY should you publish regularly to a blog?
WHY should you create a white paper series?
WHY should you create an email newsletter?
Answering the WHY helps you select the goal, which helps you narrow your content, know how to determine its effectiveness and use it more efficiently in the future.
Ask the WHY. Don’t take our word for it. Figure out why you need specific types of content and what is the best fit for you right now. You’ll be a lot happier with your content marketing and reap all of the possible results.
Image Credit: EditorB