Content Sells: harvest your two big assets

As a technology vendor, you’ve got two major assets that your customers and prospects value highly. Your job is to harvest them and put them to work for you…

Content sells in B2B technology marketing

  1. Your experience across a wide range of customers. Your prospects may know their own situation and infrastructure intimately but you’ve seen many more. You know what works and what doesn’t. You know why.
  2. Your focus on one discipline – Your customers are generalists, you’re a specialist in one thing. You spend more time thinking about it, reading about it and talking about it than they do.

Your job as a marketer is to exploit your focus and distill your experience into something that will snag your audience’s attention and (our favourite phrase) earn the right to sell to them.

That something is content — and generating it is the second most important thing you can do as a marketer (the first is driving people to the content you’ve already created).

At Velocity, content is what we do best for our clients. We do it in blogs, white papers, articles, case studies, web pages, webinars, podcasts, videos, product demos, fact sheets, blogs, mind maps, slideshows, and 20/20s (twenty slides, twenty seconds each — ask us).

Content sends important messages, even to those who choose not to consume it: that you have a lot to say on your area of expertise; that you’re passionate about what you do; that you’re a student of the art as well as a practitioner.

And for those who do choose to consume it, your content says even more. The people who go to the trouble to invest time in your content are the ones who are most serious about investing their money.

The goal: generate a growing library of high-quality content that reflects your expertise and experience; and promote the hell out of each new piece of content through your blog, search marketing, online PR, email shots and offline activities.

The leaders in every market are invariably the ones with the richest content and the most dynamic campaigns to deliver it. Look at Cisco, IBM and Microsoft. Then look at the leaders in any niche. They all run small publishing houses in their marketing departments.

Clearly, getting good at the content business is critical to your success. But it’s more than a full time job. So find a partner who can help you generate it and promote it. One who not only understands the content game, but understands your business and your technology as well. (Hint: you’ve already found one.)


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