Content marketing is nothing new. It is what marketers have been doing for decades; putting stuff out there to generate awareness of a business, get people interested in the offering and trigger a desired action.
The difference today (and perhaps the reason we invented a new term for it) is that in the digital world there are millions of times more messages, simultaneously vying for people’s attention. Every piece of content (or collateral, call it what you will) must work that much harder to cut through.
There is lots of good advice out there on how to write, so I won’t cover well-trodden ground, but often content misses the target because the foundations are not in place. With that in mind here are my 3 principles for effective B2B content marketing in our current, highly cluttered environment.
Andrew Keevil assists technology companies with strategy and marketing, specialising in new proposition development.