Bottom line: Relevancy is king.
Your customers and prospects have a wide variety of business needs—ranging from high-level thought leadership to tactical application notes.
As marketers, we must understand the varying needs of our audience—from those who are at a very early stage of product consideration, to those that are ready to buy, to those that are already customers but are looking to grow their solution.
We suggest a tiered-offer strategy to support this wide spectrum. Consider developing a “library” of content that can be personalized for each customer and prospect based on where they are in the buying cycle. Offering content and insight based on need IS the best B-to-B offer.
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This is very practical advice. In marketing we call this a marketing map. The steps of the purchase cycle are developed through customer market research and internal knowledge.
You than create customizable content that is matched to the customer based on where he is in the buyiing process. You determine this by asking and listening. How you distribute that content is why you hire a good agency!
MMB :: September 3rd, 2007
Content is king. Soon, every web site owner (all 119 million) will realize that ownership of a domain icarrys the power of a broadcast radio AND television station; only better because a Web site can also carry text or coupone and is interacive and can speak directly with buyersvia email.
Play the game or be gone, Content is king but comprtition is huge too. Relief from boredon is a mouse click away.
Web domains media reach is global and that fact makes it more powerful than CNN, FOX and all the alphabets combined. The ONLY advantage they have is content and that’s temporary..
Experience “the new” Journalism at: http://www.trinityarms.net/articles/tr1.htm
Forget the content. Pay attention to technique and code.
Dennis Collins :: February 21st, 2008
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