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Top notch content: the secret to driving maximum engagement

The most successful B2B technology marketers know that to achieve maximum engagement they need to think carefully about their audience. It’s no longer about broadcasting the company message from the rooftops ad infinitum to anyone who’ll listen. They need a two-way dialogue encompassing a spread of different channels and markets, based on solid content.

Now this content could take many forms and the type of content you end up producing will certainly be dependent on the type of prospects and leads you’re trying to appeal to. But there are some universal truths to bear in mind. It’s all about value, relevance and consistency. This will help you cut through the noise and stand out from the crowd – especially important in highly competitive technology segments.

Engagement is not just about driving sales or open rates, but can be considered as any behavioural changes your interactions with a lead may result in. The best content will do that, offering the information and experiences they need, building rapport and ultimately providing value to drive them along the sales funnel and closer to your brand.

With that in mind, here are a few best kept secrets on how to build that top notch content:

  • Build credibility through relevance, accuracy and consistency. The focus should be on the user at all times.
  • Be a free, trusted resource. Think thought leadership not self-serving sales pitches rhetoric.
  • Inspire them – tap into their dreams
  • Personalise your content. This depends on accurate segmentation.
  • Keep it fresh. Ensure content is regularly updated.
  • Don’t be afraid to entertain. Sometimes keeping it light is just the ticket.
  • Mix it up. Think videos, white papers, blogs, social media posts etc – again depending on your audience.
  • Don’t swamp them. Think bite-sized content for the most part, at least early on. Those who want can click through to more heavyweight content.
  • Multiple touch points. Modern technology marketers have so many options today, make sure you use as many as you can.
  • Advertise it. Don’t let that great content sit on an unread blog – point your prospects to it wherever possible.

The most successful B2B technology marketers know that to achieve maximum engagement they need to think carefully about their audience. It’s no longer about broadcasting the company message from the rooftops ad infinitum to anyone who’ll listen. They need a two-way dialogue encompassing a spread of different channels and markets, based on solid content.

Now this content could take many forms and the type of content you end up producing will certainly be dependent on the type of prospects and leads you’re trying to appeal to. But there are some universal truths to bear in mind. It’s all about value, relevance and consistency. This will help you cut through the noise and stand out from the crowd – especially important in highly competitive technology segments.

Engagement is not just about driving sales or open rates, but can be considered as any behavioural changes your interactions with a lead may result in. The best content will do that, offering the information and experiences they need, building rapport and ultimately providing value to drive them along the sales funnel and closer to your brand.

With that in mind, here are a few best kept secrets on how to build that top notch content:

Build credibility through relevance, accuracy and consistency. The focus should be on the user at all times.
Be a free, trusted resource. Think thought leadership not self-serving sales pitches rhetoric.
Inspire them – tap into their dreams
Personalise your content. This depends on accurate segmentation.
Keep it fresh. Ensure content is regularly updated.
Don’t be afraid to entertain. Sometimes keeping it light is just the ticket.
Mix it up. Think videos, white papers, blogs, social media posts etc – again depending on your audience.
Don’t swamp them. Think bite-sized content for the most part, at least early on. Those who want can click through to more heavyweight content.
Multiple touch points. Modern technology marketers have so many options today, make sure you use as many as you can.
Advertise it. Don’t let that great content sit on an unread blog – point your prospects to it wherever possible.

- See more at: http://www.enigma-marketing.co.uk/top-notch-content-the-secret-to-drivin...

The most successful B2B technology marketers know that to achieve maximum engagement they need to think carefully about their audience. It’s no longer about broadcasting the company message from the rooftops ad infinitum to anyone who’ll listen. They need a two-way dialogue encompassing a spread of different channels and markets, based on solid content.

Now this content could take many forms and the type of content you end up producing will certainly be dependent on the type of prospects and leads you’re trying to appeal to. But there are some universal truths to bear in mind. It’s all about value, relevance and consistency. This will help you cut through the noise and stand out from the crowd – especially important in highly competitive technology segments.

Engagement is not just about driving sales or open rates, but can be considered as any behavioural changes your interactions with a lead may result in. The best content will do that, offering the information and experiences they need, building rapport and ultimately providing value to drive them along the sales funnel and closer to your brand.

With that in mind, here are a few best kept secrets on how to build that top notch content:

Build credibility through relevance, accuracy and consistency. The focus should be on the user at all times.
Be a free, trusted resource. Think thought leadership not self-serving sales pitches rhetoric.
Inspire them – tap into their dreams
Personalise your content. This depends on accurate segmentation.
Keep it fresh. Ensure content is regularly updated.
Don’t be afraid to entertain. Sometimes keeping it light is just the ticket.
Mix it up. Think videos, white papers, blogs, social media posts etc – again depending on your audience.
Don’t swamp them. Think bite-sized content for the most part, at least early on. Those who want can click through to more heavyweight content.
Multiple touch points. Modern technology marketers have so many options today, make sure you use as many as you can.
Advertise it. Don’t let that great content sit on an unread blog – point your prospects to it wherever possible.

- See more at: http://www.enigma-marketing.co.uk/top-notch-content-the-secret-to-drivin...