Is your online content relevant to the marketer or the market?

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Perhaps it’s a B2B marcom thing, but all too often B2B online content fails to be relevant to the market. What’s worse is some online marketers “dress up” the content with images that further emphasize irrelevant content.

A good example of this is content that focuses on a feature rather than a benefit. For example saying that your baby bottles are BPA-free is less relevant than saying your baby will be safe from harmful chemicals.

Your online content could offer a unique angle on the product. In the BPA example, your content could focus on products containing BPA that you didn’t know contained it. Not only is this relevant, but more engaging; and the more engaging the content, the more likely you’ll draw more prospects into the sales funnel.

For more tips on writing good online content, see Chris Brogan’s article, Make Media Work for You- Elements of Good Online Content

Related Posts:

» Why B2B Integrated Marcom Is Needed Now More than Ever
» A 47 Million Dollar B2B Social Media Success Story
» Do Your Marketing Communications Feel Like Marketing?
» Is B2B Marcom Creating Valuable Content?
» B2B Content Marketing - How marketing and sales alignment drives revenue


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