When I started working in a small business unit within a larger B2B corporate entity, I faced the usual issues:
Different business units with different priorities (and clout) all after the same limited resource
A diverse customer base with a mixed range of needs and wants
A corporate marketing function under resourced and heavily influenced by the other business units.
A sales team with a short term focus
An expectation to deliver through traditional marketing techniques
I had already reached the conclusion that I wouldn’t succeed through the traditional marketing route. But I did have control over all of the web content and marketing collateral that we produced.
So the first thing I did was to carry out a content audit of every piece of web and print collateral that we had. The result was overwhelmingly bad. Every page on our website, every article we’d written, every enewsletter, every piece of collateral we’d produced focused on:
- How good we were
- What we had done, why we were number one
- Our products and features
We were at the centre of our own universe. We had absolutely nothing written on how we understood the pain points of our customers and prospects or how we could solve their issues. Is this ringing any bells? Take a tour of your own site to see if it meets the requirements of today’s internet savvy audience.
We were a engineering led company with a conservative outlook and produced extremely good products but had never really operated in a competitive environment. New competitors were beginning to emerge and new commercial markets were opening up.
To continue to enjoy success in a changing environment meant we had to change too. My journey was about to begin in earnest but where to start. As I explored the internet I discovered new sources of information that emphasized the importance of great content and how you could use great content to get prospects to come to you.
You can explore the available resources for yourself and draw your own conclusions by following these links:
If you want to get found and you want to get chosen take the time to find out how great content can help drive search, lead generation and social media activities.
If you’ve come across a piece of marketing collateral that you believe to have made a significant impact on your views, let me know by leaving a comment
At Rame Marketing we work with clients on content driven strategies to help them to grow their business.
Contact us today to discover how an effective content marketing strategy can help your business on 01803 413481 or email [email protected]