Rosa Wilkinson, senior consultant at Dragon Rouge and speaker at our upcoming conference ‘The Content Avalanche’, reveals her top tip for creating effective content
Why has content marketing become a hot topic over the last 18 months?
Content marketing is naturally attractive because it taps into a number of trends in B2B marketing. It’s a triple win against three goals: the drive for digital presence, the desire to reflect understanding of wider customer needs and concerns and the ability to demonstrate the added value of their brand beyond product and service provision.
Done well, it’s an efficient way to build brand awareness and relevance and bolster a thought leadership position.
Why is there so much rubbish content out there?
It’s the age-old issue of quantity not quality. Sharing content on a regular basis is commendable. It means your brand stays fresh and part of the conversation.
The downside is you end up talking to fill the silence. Finding something – anything – to comment on, even if it’s irrelevant for your brand or your customers. Or worse: recirculating industry news without adding any fresh perspective.
Because there’s so much other rubbish content out there, it can feel far too easy to add to it.
How can marketers cut through the content avalanche?
Two critical things you’ll need to have clear to create relevant and distinctive content: your brand’s purpose and its personality.
Having a clear sense of purpose (why your brand or business exists beyond making money) will help define your role within, and your viewpoint on, the category. In turn you can identify the most relevant themes to talk and write about.
Equally, let your brand’s personality shine through with a consistent tone of voice. Be suitably provocative (if it suits your style) and you’re more likely to be remarkable and talked about.
What’s your number one tip to create good content?
Make it personal. We see too much reliance on sourcing content from outside your organisation, through surveys or analysis of third party sources.
Take time to talk to the experts in your business. Start debates about the latest industry news. Get them to reflect on where the category is going, what keeps customers awake at night and what makes them prick their ears up. You’ll find a whole wealth of informed perspectives and industry insights just waiting to get out.
In turn your colleagues will feel pride in their contribution and recognition of their personal expertise. Powerful stuff.
Rosa Wilkinson will be discussing these topics further at our upcoming B2B Marketing Conference, ‘The Content Avalanche’. The event offers a tour-de-force in content marketing excellence. Marketing leaders will share insights, outline best practices and offer actionable advice. Plus, the event offers a rare opportunity to network and share ideas with over 200 B2B marketers.
Book your ticket today by visiting b2bmarketing/conference or calling: 0207 269 6590
