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5 Important Tips for Content Marketing

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  • 5 Important Tips for Content Marketing Content plays a vital role in driving prospects to a website. It helps to nurture trust by sharing valuable

    information with prospects so that they take the right purchasing decision. The main purpose of content

    sharing is lead generation. Once leads are driven to the company website, they can be nurtured with

    educative content. However, B2B marketers must ensure the following mistakes are avoided in order to

    be successful in their lead generation efforts.

    1. It is important for marketers to not blow their own trumpet. If every piece of content that comes out

    sounds like a sales pitch it only scares the prospect away. This is especially true of email marketing

    campaigns because there is always the threat of an email ending up in the spam folder. So, it is

    imperative to remember that hard-selling and self-promoting content can have the same effect on

    prospects as well.

    2. Today online marketing has a wider reach than offline marketing. So, despite the pervasive presence

    of social media and various content-sharing tools available online, marketers continue to allocate larger

    budgets to TV, print, and radio. It is always recommended to have a hybrid mix of content marketing and

    explore the various tools that are available online to share and leverage the content produced.

    3. Usually, content is developed for multiple purposes. It may be used for lead-generation, thought-

    leadership, introducing a new brand, direct selling, or improving customer relationships. However, it must

    be noted that too much content only bores the readers and the content produced may never be read

    again. So, it is important that any content communicated to prospects (newsletters or blogs) must contain

    a concise message. Also, the message must include a call-to-action that will encourage the prospects to

    visit the website.

    4. B2B Marketers must analyze and understand (using marketing automation solutions) what prospects

    will derive from the content and do in response to it. It is also crucial to understand that content developed

    and presented to prospects must be in tune to the companys marketing strategy. So messages posted in

    blogs, tweets, press releases, videos, presentations, etc. must be coherent and support the larger picture.

    5. Be wary of the time gap between communicating content to prospects. Jumping onto the social media

    bandwagon and creating accounts on a large number of social media platforms can be a waste of time.

    Also, if the quality of these efforts is poor and if they are repetitive in nature, it can have a detrimental

    effect on lead generation or lead nurturing efforts.

    Leveraging content marketing at the right time to the right people can make a large different to lead

    generation efforts. Read more on marketing automation software.

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  • Read on - lead management, marketing automation

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