Taking Thought Leadership by the Horns
Welcome to this edition of B2B Marketing at its Core, an industry newsletter with news, nuggets, and information on best practices in business-to-business technology marketing and public relations. With it, we hope to share information vital to any organization looking to generate revenue and accelerate growth through intelligent strategy, messaging, branding, public relations and demand generation.
In order to keep prospective customers energized and interested in your products or services, marketing teams must have relevant and compelling content to deliver as part of their marketing strategy. Often companies struggle in developing original content because, simply put, they are focused on delivering their core business. This puts B2B marketers in a bind.
Creating killer content
Creating content your company can own also permits you to highlight your company’s expertise and differentiate it from the competition with fact-based data. By elevating the conversation to trends and issues – and away from features and benefits – you can stake a claim to a true thought leadership position.
Now that you have content, what’s next?
From a PR perspective, news releases, bylined articles or interviews with subject matter experts rank high on the list for using your content. A series of presentations and panel events at trade shows are easy extensions and can be coupled with distributing the survey findings at the event.
In addition, thought leadership-based content also provides the information necessary to drive a series of webinars, whitepapers or direct mail efforts that extend beyond the usual product- or service-based marketing programs. These marketing efforts raise your organization above the expected market place messages and position you as a true industry discussion leader with new thinking and ideas.
Build it and leads will come
Turn your new thought leadership program into leads by merchandising it online. Create a sales sheet highlighting new industry insights and “fast facts” with professionally designed graphics and charts. This becomes a unique collateral piece for the sales team, as well as a very effective website download offer that can attract site visitors, increase traffic and grow your leads database.
Thought leadership-based surveys support and complement other marketing tools such as whitepapers, presentations and media coverage. When using these calls-to-action on your website, don’t forget to employ the “give-to-get” model by adding a registration page for key offers to capture the lead, before users can download the item.
With a smart thought leadership program, B2B companies of all sizes can create compelling and insightful content, repurpose it for multiple marketing efforts, and in the end, use it to support the sales team’s lead generation efforts.
We created B2B Marketing at its Core with the goal of enhancing your marketing and PR practices. We hope you enjoyed this edition. If you have any questions, ask Arketi – we’re always glad to help.