Every organisation is different, every company is different, every story is different, and every team in the marketing space is different. This blog is about the one thing that remains consistent in every marketing endeavour, and that is, content. Content has quickly become the champion of pretty much every marketing strategy today!
As you tussle with how to communicate with today’s consumers, you’ve likely heard about something called “content marketing”. But before you dive in, you need to learn more. The purpose of this blog is two-fold. First, we show you why content should be a part of your product marketing strategy. Second, we discuss how to leverage content for product marketing to help achieve your business objectives. To begin with, we have a question for all the B2B business owners and product marketers.
Are you worried that your new product will not take off as expected?
As a product manager, you have complete control over how you promote the launch of your product, what process and strategy you follow to hit immense traffic, engagement and sales. And for the most part, a successful product launch depends on how skillfully you are able to use ‘content marketing’.
WHY CONTENT SHOULD BE A PART OF YOUR PRODUCT MARKETING STRATEGY?
Marketing has evolved in many different directions, thanks to the digital era. You no longer find B2B product marketers using old and outdated methods. As far as marketing is concerned, B2B is one segment that needs constant experimentation because every sales cycle is different. This means that the marketing methods need to be customized according to the target audience.
This is where Content Marketing comes into the picture. It’s the single most important way to delight, engage, and educate customers.
The Content Marketing Institute defines Content Marketing as:
“a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
The audience wants to learn as much as possible about your product and brand. There are many customer concerns that product marketers are responsible to address, e.g., the benefits and features of the product, the problems that the product will solve, etc. This is why it’s important for product marketers to leverage content marketing to speak to potential customers’ pain points and provide them with the right value.
“It’s content that moves your prospects through the buyer’s journey, reinforcing relationships at every stage of the sales funnel”. - Neil Patel, co-founder of Neil Patel Digital.
Honey Singh, Co-Founder, #ARM Worldwide, CEO - PR and Content Marketing says, “B2B communication is the key to B2B marketing. Often without providing proper information on product details such as price, offers or delivery schedule, a great opportunity to push business-to-business sale is lost.”
When it comes to creating content for product marketing, your objectives should be to answer your prospects’ most burning questions, especially related to each stage of the buying journey. By creating content that addresses FAQs and solves common problems, product marketers will have the power tool to build strong audience relationships. Content which is research-driven and provides more personalized attention, will directly help your customers to know and engage with your company.
Now let’s look at some facts and figures from the 2018 B2B Content Marketing Top Performers:
Statistics for key content strategy that marketers can use:
Image source- https://okdork.com
List posts and Infographics receive more average share than other content types. Lists give the readers an exact idea on what to expect (i.e. 10 ways to do something), they’re also easy to read on the run. Similarly, infographics make it easier to digest a huge amount of information in a visually appealing way.
HOW TO LEVERAGE CONTENT FOR PRODUCT MARKETING?
Seeing is Believing- Leverage the Power of Video Content
Social media is and will always be a cost-effective platform to promote your product launch. Most people use social media for entertainment, in which case you need something that will catch the attention of users, and visual content will help you do that. But undoubtedly to promote your product on social media and in order to engage the audience you need meaningful visual content. Visual content will help you generate the type of engagement you are looking for. But you need to do it right to see high-yielding results.
One of the best visual content can be a product demonstration video. Not just any video, but high quality and an informative one, that can provide your prospects with a first-hand look of how effective your product is. Showing your product capabilities on video with necessary information is the flawless way to get prospects to believe and eventually buy what you’re selling. You can also use other forms of visual content like (interviews, guides, Q&A’s, tutorials, etc.) to stir audience curiosity keeping the real value of your product and target audience in mind.
Effective use of Intriguing Infographics
You can build up the excitement of your audience with visual content, but to actually get people to spend money on something that they aren’t sure of, will be a good investment. You’ll need content that will inform and educate your audience. When it comes to B2B, infographics are the best possible way to market your own product. When you create infographics, you’re not only using graphics or infographics (animated infographics), but a bite-sized content with effective data-visualization to provide a visual resource that can be easier to understand.
Maybe you can create an infographic visualizing product features and its benefits, an infographic on the different parts involved in the creation process. Maybe you can use the infographic as an explainer video tool to break down concepts, compare products, features or highlight product details.
Here’s the result on the basis of a survey conducted on 500 online marketers on how visual content influenced their marketing strategies in 2018, and what their plans are for 2019.
Image source: https://venngage.com
A great infographic can educate, entertain, and inspire. As a product marketer, if you can demonstrate your product and brand value, you’ve already won half the battle.
Educate your Target Audience with Engaging Webinars
There are so many marketing channels available in the market, but one content medium that’s risen in popularity over the last few years is webinars. A webinar has become an important part of B2B marketing because they gel well with B2B objectives. Prospects search for webinars today to learn live from an expert and have their questions answered over the video.
Webinars have come to be "one of the most powerful formats in the content marketer’s arsenal, used by 46 percent of B2B marketers" today (CMI).
Inviting B2B clients to the webinar can shorten your product’s sales cycle, giving them the right solution, they are looking for. Webinars that deal with a specific topic, industry or trend not only boost audience attendance but also offers an effortless way to generate new leads within your organisation.
Image source: www.lyfemarketing.com
B2B webinars can help in generating new leads and nurturing a professional relationship with the existing ones. You may choose to host as many webinars as you’d like on hot industry topics and trends. You’ll have the opportunity to connect with, inform and educate your audience on what’s up and coming in your designated field.
There are many other content marketing strategies like whitepapers, ebooks, product sheets, etc. which you can incorporate depending on your business. With the above-discussed ways of Content Marketing, you can improve and enhance your product marketing strategies, which will eventually lead you to high return on investment. What are your thoughts on these, can you think any other effective content ideas for B2B product marketing? Share them in the comments section below!