How do you utilize content marketing to acquire more leads or inquires?
Being the industrial marketing experts that you are, we know how difficult it is for you to constantly create content that not only resonates with potential customers but also bring in new leads.
To make things even more challenging, many marketing departments in the security industry are understaffed, but still tasked with creating content across multiple platforms, in various formats.
Here are 3 simple content marketing tips to keep in mind when you start planning your new campaign!
1. Focus on telling an interesting story
In today's modern B2B marketing, we find that branding or acquiring customers through subtle storytelling is more effective than bare data analyses or sales pitches. Stories engage, connect with and pique people’s interest. This is the reason why people love watching movies and reading novels.
Over the years, B2B marketing has slightly shifted to combine emotional appeal with facts instead of just bombarding the audiences with self-promotional tactics. Here is a good example of building connection between consumers and brands through emotional responses instead of putting the main focus on the products: Hikvision’s recent visual content piece: "We are Hikvision - Focused on your success" uses emotions to drive customers. In the video, you will see their North American team shares their personal stories and motivation for helping customers succeed.
2. Tell the story to the right people
Identifying the right target audience for your story is key. In most cases, managers would like to know if your product can help them save money or make money, system integrators would like to know if the system is easily integrated with others, while technicians care about ease of installation. In other words, your story need to be tailor-made for your audience.
After your story has been thoughtfully crafted, you will need to find the right channels to maximize its effectiveness in driving conversions. The results of only publishing your message on social media platforms can be sporadic. If KOLs aren't part of your marketing strategy, publishing your story in credible trade publications is a fantastic strategy to get your story across to a pre-defined audience.
3. Expertise counts!
We all have stories, but not everyone can inject real personality into the brand and convince customers on an emotional level to buy their product. Storytelling is a skill that requires practice and expertise. Finding someone you trust to help create your brand message is crucial.
You may already know publishing content via digital publications like asmag.com is a great way to establish thought leadership. What you may not know though is that the editorial team at asmag.com has the journalism expertise to help undermanned marketing teams to create and write stories specifically for your defined audience.
It is a fact that not every manufacturer has full-time in-house content creators or resources that can fully support their marketing activities. This doesn't mean that you have to spend tons of money to create quality content. The key lies in identifying a good story that can move potential buyers to consider buying your product. After all, we believe there’s no shortage of good stories to draw inspiration from.
Want to learn more? We can help.