Stepping up content creation

With the emergence of self-publication as a valid option the requirement for quality content needs to be stepped up several gears.

One client has recognised the need and is working with us to deliver a wealth of new content to a daily schedule. Another has stalled and needs ideas to drive their communications programme forward. They will also need to open up and be less shrouded in outmoded secrecy. Here are some thoughts we put forward for consideration.

The traditional options for communicating with customers and prospective customers has been through third party publishers of journals, usually referred to as the trade press, who  provide magazines to address target audiences for the client's products. There have been two main routes:-

• Display advertising - purchase of advertising space in the main publications.
• Editorial - news coverage derived from press releases sent to the editor or news desk. 

Both display advertising and gaining editorial coverage are valid marketing communication options, but through the Internet there are now many additional ways to communicate with prospects that no longer rely on buying space or an editor choosing to run with a news story, by being your own publisher. Communication can be broadcast (to a wide group), direct (to named individuals) or to niche groups.

As a consequence businesses need to generate considerably more content.

Content development

Relevant content is no longer of only short term value that doesn’t outlive the currency of the journal that prints the news, but now builds a library of information on the internet that is indexed by search engines and this in turn ranks your company higher in search results. It is therefore essential to step up content development, both to directly reach and influence prospects and to improve search engine rankings. As a consequence businesses are responding by increasing the output of content. Here are some ideas for content:-

• News flashes - short items (not formal press releases), comments on industry news, events, new legislation, ideas, new staff, talks, exhibitions, interesting reference articles etc sent out using email news, RSS feeds, social media and online comment on industry blogs etc.
• Press Releases - formal communication with press, news publishers, customers, subjects include new products, interesting product applications, third party testimonials, contract wins, staff appointments, exhibition previews, new investments, technology etc. sent out to press, published on own web site (e.g. using Virtual News Office), posted to industry news sites.
• Articles - longer, more detailed news stories, perhaps describing a recent and interesting project or a testimonial from a customer. Published on own web site, in company newsletter or commissioned by an editor.
• White papers - informed article typically describing the background to a topic such as the advent of a new technology, industry relevant and brand neutral. informative and educational and due to expert provided content positions the publishing company as authoritative in that market. Published as a PDF on own web site, often in exchange for contact email.
• Guides - introduction to the market, requirements, outline ‘how to’ chose right class of product etc. Often printed, mailed out on request, distributed at trade shows, available as ebook or published as a downloadablePDF on own web site, often in exchange for contact email.
• Video - increasingly popular for demonstrating how a product works, showcasing interesting applications or interviewing customers. Typically published on YouTube and own web site.

Third party publication

Traditional media typically magazines, but also email newsletter and industry web sites - paid for advertising, advertorial or editorial coverage.

Self publication

News section of own web site ( preferably Virtual News Office rather than blog module), RSS news feed, Twitter, blog and YouTube.

Content/News distribution

• News to traditional media sent using html email press release.
• News to customer/prospect list (opt-in subscribers) by email newsletter - eNews - aggregate news stories, headlines/ opening text and image linking to Virtual News Office.
• News feeds - Twitter and RSS.

Don't throw the marketing baby out with its bathwater.

The classic marketing mix for B-2-B products has been overhauled in recent years as we all know very well. Traditional combinations of personal demonstration, word of mouth, advertising, editorial, printed literature, direct mail, press releases, exhibitions and training courses have been eclipsed by websites, PDF downloads, video presentations, bulk emailing, RSS and social media feeds.

But is this 180° turnabout really what your customers actually want? We are hearing clients complain about these so-called Internet marketing methods. "It seems more like a way of saving money and balancing budgets," seems to sum up the mood in certain quarters. Few can still support the cost of a personal representative on the road visiting clients for a few pounds of sales per visit. It simply doesn't make sense if the end result is only collecting an order for a dozen nuts and bolts. However, what is often forgotten is the hidden benefit of face to face contact. What are your customers thinking, who are the new competitors, and why are they better? Would you have found out about a potential contract for another part of your business without popping in for that chat? How is the market changing and why?

Of course, you can spend money on market research and focus groups to gather information, but they can't replace direct sales feedback. Or, it seems, printed material. We are finding that more and more clients have gone into online information or PDF downloads for technical data and are starting to come out the other side and embracing print again. It is a hot subject with supporters on both sides: those who want to find information online and download it and those who what a printed brochure to put in a file.

One thing is certain and that is the argument for and against different marketing methods will continue for the forseeable future, but what is starting to appear is a hybrid approach of taking the best from both philosophies to make the whole greater than the sum of its parts.

A recent project to promote a range of data management hardware components included a simple 16pp guide for specifiers, written in a form of language that neither intimidated the novice, nor patronised the expert. Considered alone it didn't mean much, but as a souvenier of a sales visit, a gift for visiting the website, or a direct mailed piece, or the result of replying to a Tweeted message, it has been an undoubted success.

Thus the technical marketing strategy is to look at all options for marketing - from the traditional and up to date lists - and merging the best tactics from both to create a coordinated and appropriate approach to boosting profitable sales.

Report claims advertising boosts the economy

According to Marketing Week,  a recent report from the Advertising Authority claims that for every £1 spent on advertising in the UK, £6 is generated for the wider economy that's making a £100 billion contribution to UK GDP.

Quoting from Marketing Week - Advertising Authority chief executive Tim Lefroy says: “That’s bigger than spending money on building new roads, railways or stations where the conversion factor would be one to four. Spending money on advertising will grow the economy, increase jobs and make things better in this country.”

It is all about generating demand for products but the report recognises a negative view of advertising is often more talked about than the positive role of wealth creation, exports and social benefits. 

When the world wide economic crisis hit a few years ago, marketing budgets and advertising  in particular were the soft targets for cuts because that is what has traditionally been the reaction. On the face of it there is no immediate disadvantage, only savings and a positive effect on cash-flow. Evidence suggests otherwise, for example research by Harvard Business School has shown that it is "essential to maintain marketing spending, even more so in a recession and to emphasise core values."

But the report while emphasising the economic case for advertising also homes in on data. "Digital expansion has brought with it an unprecedented amount of data, which if used responsibly can unlock immense value, but there are concerns that if the EU’s proposed data and privacy policies come into effect, further growth will be stalled." There is clearly great concern that proposed EU regulations if enacted into UK law, then growth in digital marketing could damaged.