Mark Hewitt, a digital professional working in the technology and social sector, has published an article recently which focuses on the importance of content marketing as a means of reaching the desired target audience in a trusted and authentic way.
In the article, Mr. Hewitt articulates that activities such as cold calling, paid content and sponsorships to drive brand awareness, interest, engagement, purchase and loyalty are a thing of the past.
Content marketing, however, could have its application in the B2B industry, as Hewitt explains that clear goals and a vision for a content marketing program from the onset should be considered for success, as well as an effort to regularly review and evaluate results.
Below is a list of some of the points to consider when creating a content marketing strategy:
– Formalise your content strategy and define your content creation and content marketing process
– Measure results through appropriate calls-to-action and promotional codes in your content
– Create a training program for employees and make this a part of the company ‘on-boarding’ process
B2B companies within the maritime sector which have achieved success based on an effective social strategy include Maersk, which won ‘Social Media Campaign of the Year’ in 2012 and to this day remain active across various social sites.
It was previously reported by PTI that LinkedIn and Twitter are the two online platforms that are seeing the fastest growth rates as we progress into the digital age. Visual and social content is increasingly becoming mandatory for creating and sharing expertise and data.