In B2B marketing, especially when it comes to content, we sometimes feel like our sole purpose in life is to talk about just how great we are – to our customers, our business partners, and even our own employees. In fact, many believe that’s all our “followers” want to hear from us. Some people call it “chest beating,” though, in all honesty, it’s really more a case of staying focused on the very core of the businesses we own and operate.
If you take a step back and think more deeply about how engaging it is to be on the receiving end of non-stop, branded, “me-me-me” content, you’ll likely soon realize that what you believe is “engaging” your audience is actually causing them to tune you out.
Even as a B2B marketer, you are still talking to real people via your marketing communications. So don’t get stuck in a rut that has your content swirling around in an abyss of yawn-worthy jargon and overused “marketing speak.” That’s the last thing anyone wants to read. Your content needs to engage people on a genuinely human level.
That’s why, when the time comes to publish content, it helps to change things up every now and then. This will keep your customers engaged – and curious about what you might talk about or share next – and help you create a brand halo across topics and themes that potentially stretch beyond your core business offerings. In other words, it helps make your brand relevant and, by association, a bit more relatable and on-trend.
The best community and social media managers know that customers ultimately enjoy consuming content that’s either informative (ie. directly useful to them and/or their day-to-day jobs) or entertaining (ie. those “surprise and delight” moments that somehow cut through the monotony of the day’s trials and tribulations). So, knowing this, they actively scour the Internet to find what’s trending, what’s cool, what’s unique, and, more importantly, what’s addictive. In other words, they are hunting for content that will get higher rates of engagement.
From popular “how to’s” to career development tips and tricks to the latest industry trends – and everything in between – these additive bits of content, that compliment all the quality musings you produce on behalf of your brand or business, add depth and breadth to your content program. They also show your community, albeit somewhat indirectly, that you’re current on what’s going on in the world around you.
In summary, a few quick and easy takeaways for you to keep in mind as you continue down your content publishing journey:
You must be a registered user to add a comment. If you've already registered, sign in. Otherwise, register and sign in.