Read the Latest B2B Content Blog in your RSS ReaderB2B Content Conversations
What does ‘B2B Content Conversations’ mean?
It means that this blog is designed to be a dialogue between me, Bob Leonard, and you. You understand that relevant and useful content (online and off) is the best marketing tool for businesses selling complex products or services to other businesses.
When I use the term ‘content’, I’m referring to copy, or content composed of words. And I’m referring to audio and video content. What about User-Generated Content? Absolutely. Conversations require multiple voices. Your comments are welcome; indeed, they’re essential.
Another facet of content that I’ll be paying close attention to is Search Engine Optimization or ‘SEO’. Since almost all content begins life today in digital format, not only must it be relevant and useful, it also must be found by search engines. In fact, there’s an art and a science to crafting content that’s attractive to both search engines and humans.
There’s another reason why ‘content’ appears in the title of this blog. I’m a passionate supporter of ‘content marketing’, especially in the B2B world. It’s much more effective and much less expensive to implement than ‘interruption marketing’. Interruption marketing is mass market advertising… “Get their attention. Push a marketing message to them. Repeat, repeat, repeat.” It just doesn’t work any more.
Content marketing, on the other hand, is a pull strategy. People come to the message because it has value. They read it (or listen to it, or watch it) because they want to.
Roper Research estimates that Fortune 1000 B2B companies spend 60% of their marketing communications budgets (which includes advertising) on content marketing. Why? Because it works. And it’s growing, online and offline, at a fantastic clip. Well researched and well-written content lingers. It is consumed, shared and ultimately, acted on.
I think the most important aspect of blogs is the Comments capability. It allows a back and forth, it leverages the intelligence of the multitude, and it fosters engagement. Blogging and other Web 2.0 tools let us get back to that time before television and radio, when people learned about products and services (and so much more) by word of mouth. Except now we’re not limited to the people in our neighborhood, school, church, work place or corner tavern. Now we can find people who share our interests wherever they are, anywhere on earth.
You and I can have dialogues, discourses, exchanges. We can disagree and argue. We can learn from each other and get better at what we do. If you agree with me, please tell me what you agree with and why. If you don’t agree with me, even better. Tell me why I’m full of bull. Let’s have some fun!
Tags: B2B, business, content, content marketing, sales tools, SEO
Hi Bob - Good post. I like the idea of dialog on the web. - Scott
Hi Bob - congrats on launching the blog. I enjoyed your first post, and of course, think you are absolutely correct. Keep up the great work!
Best
Joe
Hi Bob,
Looks great!
Kim
“Interruption marketing is mass market advertising… “Get their attention. Push a marketing message to them. Repeat, repeat, repeat.” It just doesn’t work any more.”
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
Burt,
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.
Bob,
This is a great start.
So far you haven’t said anything I disagree with.
I want to learn more–especially about SEO and how small businesses can make that work.
In addition, since you are an excellent copywriter, I really want some tips about the importance of good copywriting for a successful blog.
Newt
Hi Bob,
With your quote above, “I was referring to B2B products and services which are typically complex and expensive” - I’m thinking of an example like consulting services, right? We typically use items like white papers and speaking engagements at conferences to help people understand our offerings. We find that those content items also need to be paired with some traditional marketing strategies (radio ads and the like) to reinforce the message. Am I on the right track?
Adrienne
Adrienne,
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.
Hello Bob,
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?
Mark and Newt,
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.
Content marketing is clearly a very powerful tool to attract and engage a target audience. I think your approach is ’spot-on” with some major positive differences in how Bolen is approaching the B2B market opportunity versus the industry at large. But I disagree on how the industry is fairing. It seems to primarily be the consumer companies that have figured out how to use content to captivate crowds, as the number of B2B’s reporting profitable results still appears limited.
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
Ed,
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…