Getting Innovative with B2B Content Marketing
When someone talks to you about innovation, make sure they come from a place where innovation is a proven part of the corporate culture. Adobe was born out of innovation and continues to kickstart innovation at every opportunity.
Getting innovative with B2B marketing content is an absolute need in today’s customer influenced, data-driven marketing environment where the sheer volume of content produced every day threatens to bury your brands content in a sea of irrelevant anonymity.
Rise Above and be Heard
Every brand needs to creatively innovate method, process, and content in their B2B marketing efforts in adopting a B2C mentality that treats each customer uniquely with timely and relevant content during their customer conversion journey of research, discovery, and purchase. After all, the buyer in the B2B world is a real person looking for a positive customer experience just like anyone else whether they are purchasing a new smartphone at the local brick and mortar store or a suite of marketing cloud software to manage their digital marketing plans online via your ecommerce websites
Before one can rise above the crowd and be heard, you have to be able to be found when the customer is doing his/her research into the product options to fill their need. The fundamental requirement of ranking high on all the search engine results pages tops the list of things you must do to allow your content to be found. Optimization of your brands websites will get you there provided you do it right and maintain those sites in the face of search engine algorithm adjustments.
Let’s talk about the marketing team for a moment. Since I know Adobe, I’ll use it as a case in point. The Adobe Marketing Cloud has eight individual solutions that make up its identity. Each part has its role but the marketing team is one cohesive unit. Through the coordinating core services within the Cloud itself, we have innovated the customer experience in two ways. First, the customer identity is singular and unique and shared across all the Marketing Cloud solutions through a core service called Profiles and Audiences. When you access any of our dynamic product landing pages you are one person, not eight different people. Every time you opt-in to read a white paper or view a demonstration, that information updates your common marketing profile with information you want us to have.
Second, we further innovate that process through customer analytics by maturing your profile using your customer attributes i.e. actions you take while on our website. Put simply, the better we know you, the better we can connect with your needs and desires in making your customer experience positive and productive for both you and the brand. The innovation is a closed loop, shared process where the entire marketing team works in a collaborative environment during your discovery phase of making a purchasing decision.
In this manner, we can provide the B2B content you need in real time at the moment you need it. It will be relevant, fresh, and targeted at you personally. We will be there with you during the journey to purchase whether you choose our product or not.
Adobe Summit 2015
We just completed our US Digital Marketing Summit and are building toward our EMEA event at the end of April. In the US Summit, we held a session of B2B content marketing. It is worth the investment of time to watch the video presentation. The production of B2B content is on a significant upswing and will continue to be for some time.
The point of the session was to show the importance of getting your B2B content above the noise of the mountains of content being produced.
It won’t get any easier to stay relevant and heard unless you take some strong innovative action as I’ve described. Furthermore,
The content flow must be unbroken and fresh
- Content must be developed for each phase of the customer journey including lead generation content (blogs/whitepapers/eBooks/paid ads) during the customer research phase, product information and dynamic landing /product page content during discovery and clear product pricing and product options during the purchase phase.
- Measure the effectiveness of your content to keep aware of the impact it’s having. Is it resonating in social media via strong engagement numbers? Is your lead generation content driving traffic and unique site visits back to your product and landing pages? What’s the impact on revenue over time? Don’t be afraid to change the strategy if you’re not meeting established performance numbers (KPI’s).
We are all in the business of managing realities and the reality of what’s going on in B2B marketing is an explosion of marketing outlets with the resultant fragmentation of media content to align with each outlets most effective format. The marketing budget effectively shrinks with each new media outlet (social, print, email, owned web properties) you add.
Join me at the 8th Strategic Marketing and Branding Forum on April 24, 2015 as I explore innovation in B2B content marketing.