B2B marketers are constantly looking for the best way to reach and engage customers and potential buyers. In doing so we are forced to think about creating interesting and compelling stories and publish them where ever we can.
However before you start you should listen to and understand your target audience’s informational needs first. This is at least one of the tips B2B marketers hear from Joe Pulizzi, Co-Author of a great book: ‘Get Content- Get Customers’ and owner of Content Marketing Hub, Junta 42.
Joe Pulizzi, calls himself, a “Poster Boy for Content Marketing”, he is one of the most visible evangelists for content marketing in the US.
Joe believes that B2B marketers today can no longer rely on pushing messages such as advertising, telemarketing , etc, and should think like publishers, “think of your customers the same way publishers think of their readers” . This way you are forced to create compelling and interesting content which will help you to engage with your customers and potential buyers. Content marketing is key to customer engagement.
Joe recommends B2B marketers to firstly, understand who your customers really are (think about Buyer Persona’s), and secondly understand what are their informational needs.
Next challenge is to develop a brand story which is so compelling and interesting and which will help you to be remarkable and differentiate yourself in the market. Joe stresses how important it is to listen to customers, understand their challenges, pain points before developing content which will position you as the expert, thought leader in your field.
For the full interview with Joe about content marketing in B2B, watch this video in which Shimon Ben Ayoun from SPOTONVISION talks to Joe. On March 31st Content Marketing will also be one of the topics on the agenda at the B2B Marketing Forum in Amsterdam.