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The secret to understanding your clients is through content marketing. It helps build client trust, generate leads and brand loyalty. When we build a marketing funnel content ranks with high priority and it is what moves customers along their journey; which, we can measure results through engagement rates, video watch, ebook downloads, blog post reads and shares, and much, much more. Content has become the new “normal” route from the consumer side evolving them from viewers to generated revenue. 

At our recent B2B Talks 11 event, we held a panel discussion that focuses on arising challenges and solutions that companies face with the B2B buying experience. The topic of content marketing was one that kept arising and the insight was very interesting. The invited panelists were Sharon Rosenman, VP of Marketing from Cyberbit, Jade Kahn, VP of Marketing from Sysaid and Alon Maimoni, Head of Product – Cloud Central from NetApp, who shared their experiences and solutions. 

Good content at scale

Good content is important but know that there are many layers to it. Alon Maimoni, Head of Product from NetApp, commented that good content is imperative and needs to be scaled. He shared that NetApp produces thirty blog posts and three to five webinars a month. That is quite the content machine. We asked how is it possible to produce that much quality content. Alon explained that most of their content is planned three months in advance and based on the questions that customers have risen. The order in which content is shared and devised is compartmentalized into topics such as, ‘how to’ blog posts or educational webinar, all the while encouraging contributors and vendors to write as well. 

Content is branding

When we think of traditional content we think of materials that are used to educate our customers. Jade Kahn, VP of Marketing from Sysaid, expressed that B2B companies need to change the way that they think of content as a part of branding. Content is a machine and B2B companies need to understand that content can convert readers to monetized results. With Sysaid sending out two blogs a week and with 20,000 blog subscribers weekly they understand that content needs to be good, interesting and convert engaged readers to purchasing customers.  

Ensure your content has recurring readers

Sharon Rosenman, VP of Marketing from Cyberbit, shared a useful tip that with content you should build an infrastructure pool of subject matter experts from thought leaders. He expressed further that the ideation process is key to building a good relationship with your readers that makes them want to continue to read your content. In a nutshell, we need to rethink how we write and share our content. It needs to be interesting and helpful. 

Content as a sales enablement tool

At Pravda Media Group we have come to understand that content is a sales enablement tool. Content is what helps your salesperson to enter a room. Content is what conditions and readies your customers to discuss a product purchase. We have to treat content activities as touch-points and try to understand what are the customer’s interest. 

Conclusion 

It’s fair to say that content marketing is here to stay and for the long-haul. Content marketing is becoming a decision-making tool for prospects, especially in the digital marketing ecosystem. We need to continue to develop strategic content plans with a clear purpose and targeted audiences in mind to stay ahead of the game. We need to focus on quality content and understand that content is your first ticket into the room. To speak to us more about this click here.