Let’s Do This Right

Now is the time to think about holistic marketing. Why? We all know that the current mortgage market has its challenges. But that’s no reason to give up. Now is the time to hone your marketing so you are the company of choice.

In the article entitled “The Best of B2B Marketing Content: 10 Examples” written by Meghan Keaney Anderson, she says that many B2B marketers have seen B2C content at least once and asked, “Why do they get to have all the fun?” But the moments like the one we described above are the ones that remind us: B2B companies are just as passionate about their products as B2C companies are. And for every B2B product, there are even more B2B users out there looking for information, inspiration, and knowledge to provide them with solutions.

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So, what’s the point? No marketing, including content, is uninteresting if you look at it certain ways. Done right, B2B content marketing can certainly match — and sometimes, maybe even rival — the creativity and appeal of the best B2C ones. Here are some tips:

Remember Your Buyer’s Goals

When you’re dying to create truly unique, cutting-edge content, it’s easy to stray from your organization’s mission and focus. So, while it’s great to think outside of the box, use clever subject lines, or even write every email with an overarching humorous tone, keep it relevant and include the information that the people reading it signed up to receive in the first place. Then, keep it human.

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Educate Your Buyers

Think about the problems that your product or service already aims to solve for customers. Then, turn that into relevant content that’s going to both save time for and inform your audience, and make it easy for them to access it.

Grow With Your Buyers

When you begin to brainstorm and map out ideas for content, ask yourself, “Do I really understand my audience?” If you have any doubts as to how the idea will benefit or be useful to your audience, the answer might be “no” — and that’s okay. Like everything else, audiences (and people) evolve, so it’s okay to go back to the drawing board in instances like these for a refresh.

Diversify Your Channels

The Internet is only going to become more crowded. And as the human attention span dwindles, that makes it even more important to create content that engages and maintains your audience’s attention.

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So while we don’t recommend abandoning blogs completely, after all, written content is still vital to SEO, we do emphasize the importance of diversifying content formats. Marketers who incorporate video into their content strategies, for example, have seen 49% faster revenue growth than those who don’t. And remember that tip to “keep it human” we mentioned earlier? That’s a great thing about live video in particular, it can help portray brands (and their people) as candid and genuine.

Work With Thought Leaders

If you’ve ever wondered how to leverage the wealth of knowledge outside of your organization, and inside your professional network, here’s a great example.

Don’t be afraid to reach out to the entrepreneurs and leaders you’ve met, or simply just admire, to figure out how they can work with you to create content with teachable experiences that your audience will value. Sharing useful, relatable first-hand accounts conveys empathy, which helps to invoke trust among readers.

Publish Off-Domain Content

Take advantage of the availability of off-site content platforms. As my colleague, Sam Mallikarjunan, writes in “Why Medium Works,” it can take up to six months of consistent publishing on your company’s blog before it gains significant traction. (And we’re not discouraging that, stick with it, and find ways to supplement those efforts.) But off-site content diversifies your audience by engaging readers who might not have otherwise found your website.

Medium, for example, connects your content with the people most likely to read it. Plus, you’re creating a publication on a platform that comes with a built-in audience of at least 6.3 million users.

Incorporate Visual Content

Please, please, please don’t neglect to incorporate visuals into your content strategy. Of course, having a presence on visually-focused channels like Instagram and YouTube is vital, but when it comes to your written content, don’t afraid to use visuals there, as well. After all, articles with an image once every 75-100words got double the number of social shares than articles with fewer images.

But if you can also create content that aligns with the core of your product or service, that’s also great. For example, Wistia creates visual content technology, so it makes sense that it would have unique visual content. Identify what your business does particularly well, and then make the most use of the channel that best aligns with your strengths.

Tell Your Brand Story

Dig beneath the surface of the solutions your company provides. You offer solutions, but what is your process? What have you learned that makes you do what you do so well, and how did you get there?

Sure, topics like engineering might be traditionally “unsexy.” But when leveraged and communicated in a storytelling manner, they can make for remarkable content.

Challenge Your Buyers

It’s easy to feel limited by your medium as you create content, especially for a business audience who you’ve all agreed is comfortable with that medium.

But in order for content to convert readers and incite growth, it needs to occasionally disrupt its audience’s point of view. A company doesn’t work for its content; content works for its company. If you need to say something that a blog alone can’t, the business demands that you make it work, whether that means starting a YouTube channel or seeing how you can integrate an AR tool into your next ebook.

About The Author

Michael Hammond

Michael Hammond is chief strategy officer at PROGRESS in Lending Association and is the founder and president of NexLevel Advisors. They provide solutions in business development, strategic selling, marketing, public relations and social media. He has close to two decades of leadership, management, marketing, sales and technical product experience. Michael held prior executive positions such as CEO, CMO, VP of Business Strategy, Director of Sales and Marketing and Director of Marketing for a number of leading companies. He is also only one of about 60 individuals to earn the Certified Mortgage Technologist (CMT) designation. Michael can be contacted via e-mail at mhammond@nexleveladvisors.com.