Wow! Thanks for the kudos. And, Yes, content isn’t just a B2B phenomenon. Many B2C (read traditional ad agencies) marketers are more adept at mxing sound and visuals with the content to make it more palatable and increase comprehension. This is something I need to get better at. It’s a new world where we all have access to digital video cameras and MP3 recorders, and we (I) should be incorporating sight and sound (even in this blog?!) to augment our messages.

One of the thought leaders (I hate that term, but it fits) in Content Marketing, Newt Barrett, has some interesting insights on this topic here: http://contentmarketingtoday.com/2008/04/02/how-to-do-a-great-online-viral-video-for-150/ and here: http://contentmarketingtoday.com/2008/03/20/improved-visuals-strengthen-an-already-great-enewsletter/

I just noticed that the editor in WordPress has buttons for adding audio, video, music, graphics, etc. I guess I should check it out…

Everyone seems to agree the concept is revolutionizing marketing, and will continue to grow in importance. Content marketing is based on a brilliant and self-evident strategy of creating a useful, insightful and non-intimidating environment, where a company can influence its potential customers to view them as the most credible source for their needs.

But my experience suggests lots of companies are questioning how to harness this indirect selling approach to increase B2B sales and the bottom line. The primary issue is how to provide content that is more informative or entertaining. The art is to deliver content of genuine value to motivate customers to take action.

I know you totally get this. Bolen’s positioning says it all….”Useful and relevant information earns trust. And trust sells.” My hat is off to you with added congratulations on your deserved big win at the recent suppliers’ conference.

But I think your ability to focus this potent vehicle at tangible results causes you to overestimate where the rest of the B2B content marketing industry is. The medium is being driven by copywriters, understandably so. Copy drives SEO. And without traffic at your site, everything else is moot.

But once at many B2B sites, all one finds is copy. Lots of it. Often much of the content, even when valuable, is lost. As you imply, copy is so much more effective when audio, video or experiential factors come into play. But many B2B content marketers seem to ignore this. It’s as if they are trying to highlight the advantages of this newer medium, by disregarding anything used in traditional mediums, even if very successfully.

All of this suggests a rosy road ahead for Bolen, that can only get better when the industry grows up.

Best wishes,
Ed
Edward F.Ogiba
Group EFO

I don’t have to worry about not being able to come up with topics. I’ll address copywriting, SEO and opt-in email lists in future posts.

Thanks.

I like your Blog. Many B2B marketers have the same challenges and this forum will be a useful tool.

One issue in particular which impacts all B2B marketers is building their
opt - in email list. Can you develop this topic a bit?

Yes. Consulting services that are being sold by MBAs to MBAs require information that speaks the language, is specific to the discipline, and gently persuades. There’s also custom software that manages interfaces between financial systems; hydraulic pump systems that conserve water and power; and an infinite number of other products and services that require explanation in a language that is going to persuade a CEO/CFO/CIO to write the check.

And, yes. It’s always more effective, often explosively so, to deliver those messages in a variety of different ways, through a variety of different media.

You’re correct. The HeadOn ad is a great example of interruption marketing that works. Notice, though, that it’s a simple, easily understood, and fairly cheap product. I was referring to B2B products and services which are typically complex and expensive. It’s true. Mass market consumer items can still be effectively sold via interruption marketing.

It does in some cases. Witness the success of “HeadOn. Apply directly to the forehead.” One of the most annoying ads in history and a useless product composed primarily of wax, but it moved right off the shelves and, Lord help us, directly to our foreheads.

Good points on content marketing, though.

Burt

Looks great!

Kim