Long Island Brand Storytelling Agency Offers Tips for Reaching Different Audiences with Different Content Vehicles
One of the biggest concerns among B2B marketers is that they lack the content to make their marketing programs and campaigns a success. They begin with the best of intentions – putting in place a marketing automation or email marketing platform, writing a brief white paper to share their thought leadership – but then they stall. They may have the creativity and expertise they need, but they lack information about what steps to take next. “We often tell B2B marketers to stretch their high-value content the same way they would stretch a dollar – make it count for all it’s worth,” says Arthur Germain, Principal and Chief Brandteller for brand storytelling agency Communication Strategy Group. “We encourage clients to think about where their target customers look for content, then help them develop new ‘content vehicles’ from what they’ve already produced to get their thought leadership messages in front of the people they most want to reach.” To help marketers get started, Communication Strategy Group explores 12 ways companies can stretch their marketing content (below) and offers the same tips in a handy downloadable infographic http://bit.ly/1KAY1Wp.
Every company has something of value to offer their customers or they wouldn’t be in business. Capturing that value proposition in useful, communicative content, and sharing it in a way that a target customer can easily consume it is the key to success in marketing. “Each person is unique, which means different people with different titles in different industries all tend to consume content in a variety of ways,” Germain says. “Some people prefer a white paper or an eBook, while others may prefer getting content through a more interactive approach. As marketers, it’s our job to make content available in the many ways that our audiences want to consume it, not how we would prefer to present it.”
A Dozen Ways to Amplify Your Marketing Content
Start with a single piece of high-value content, like a well-written white paper, and then look for the many ways that it can be shared through different content vehicles. Here are 12 ways to make the most of both your marketing content and budget:
- Download it. Make it available from your website on the homepage as well as other pages.
- Email it. Share a few key insights in a series of emails leading to a landing page for the white paper.
- Syndicate it. Many publications offer the ability to share or syndicate a white paper to their audiences for a fee, which guarantees a certain number of leads.
- Release it. Share key insights via a news release that showcases some of the thought leadership, perhaps in the form of a list like this one.
- Byline it. Use the text and premise of the white paper to support a bylined article that you can submit for inclusion in an industry publication.
- Blog it. Break the white paper into blog-sized posts with a brief introduction for each and a link to the whole white paper for download (remember, it’s already on your website).
- Print it. Attending a trade show? Print copies of your white paper to give away at your booth.
- Webinar it. Develop a webinar around the points in your white paper to share key findings and insights.
- Video it. Create a video having someone interview you about your white paper insights.
- Infographic it. If you have enough points, you can turn your white paper into an infographic like this (link) that visually demonstrates your thought leadership.
- Talk it. Look for an opportunity to be interviewed by a local radio station about the insights in your white paper, or create your own podcast you can post and share.
- Share it. Don’t overlook the ability to break your insights into bite-sized 140-character posts that can be shared in your social media stream.
Germain says a concern he often hears from marketers is that their prospects may say they have already seen the content before. “Your audience is busy. They self-select what type of content they want to receive and review as well as the medium from which they consume it,” Germain says. “Therefore, the amount of perceived content overlap is likely to be small.”
- Marketers can learn what makes a good story by downloading Communication Strategy Group’s complimentary eBook, “Brandtelling for Business: Share Your Story and Step-up Your Sales”: http://bit.ly/1DFicD5
- Get this information in a quick-reference infographic format here: http://bit.ly/1KAY1Wp
About Communication Strategy Group
Communication Strategy Group, an award-winning brand storytelling agency, helps clients develop brand stories that are remembered, repeated and rewarded through a strategic Brandtelling® approach. We focus on building and supporting a strategic plan for client communications in order to create strong, consistent messages and presentations that have the greatest impact. The Communication Strategy Group team is comprised of senior-level communications professionals who work directly on client accounts to achieve results. Our clients include both Fortune 1000 and growing companies in technology, manufacturing, media and professional services industries. For more information, please call 1-866-997-2424 or visit us at www.communicationstrategygroup.com
Communication Strategy Group