Inbound marketing isn’t the only game in town.
When it comes to marketing for B2B companies there is no shortage of options, including trade shows, PPC, SEO, email marketing, print advertising. The list goes on and on.
If developing expertise in all of these areas sounds daunting, that’s because it is. For your money, though, the best place to invest marketing resources is in content. And that should be reassuring as all you have to know to get started in content marketing is how to talk about your products or services in meaningful ways. You don’t need to learn the in’s and out’s of the Reddit ad platform or develop relationships with media buying agencies to place ads on that hot new podcast. You just need to be excited to talk about how your business can impact the lives and work of others.
Inbound and content marketing stands apart from all these options because it seeks to build relationships with prospects and strengthen the connection with customers by communicating with them in their preferred channels.
Content marketing is such a powerful tool because it has the ability to support all those flashy outbound tactics (PPC, ad placements) and align your company’s marketing, sales, and support efforts around central value propositions.
The driving force behind content marketing is providing value first which means your focus should be on educating your audience and building relationships to establish authority and trust. If you do that, the sales will follow.
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The 5 essential elements to building a complete inbound content marketing strategy
Inbound Marketing is nothing without a strategy. Every piece of content you create should connect to a direct objective. At Beacons Point, we center every campaign, for ourselves and our clients, around both short and long-term strategy.
Our Inbound Blueprints are comprehensive strategy documents that outline a roadmap to content marketing success for your business. They’re developed through extensive research that leads to a deep understanding of your buyer personas and a clear strategy to engage with that audience. Without thought put into all of the following elements, it’s very likely your content campaigns will lack the direction needed to fuel your lead generation and sales pipeline.
What does a video-first content strategy really mean?
You might be wondering, “what is video-first content?” At Beacons Point, we do content a little differently than other agencies. We recognize the growing importance of video in B2B inbound marketing and developed a unique process to ensure a few things:
- Your unique voice is brought to the forefront in all content
- The content speaks to the core of who you are as a company and the services you provide
- Friction is greatly reduced to allow one content idea to live in many different forms. That means everything from blogs, guides, infographics, video snippets, social media posts, and email copy can be created from one video!
Another important point to understand is that we produce all of your video content in-house with our talented team of producers, editors, designers, and content managers. The same team is working on your content day-in and day-out.
We’ve honed our process to be efficient and focused on fueling your long-term content strategy. When our clients come onboard they quickly realize the immense value in producing consistent content at scale. By committing to content, you effectively position yourselves as thought leaders in the industry and provide the fuel that ignites lead generation campaigns.
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