Did you know that it was Bill Gates who first said, "Content is king," way back in 1996, almost 30 years ago? Despite the clickbait-y headlines proclaiming that "Content Marketing is Dead," content is no less relevant than it was 27 years ago (anyone else feeling old??).
But with the average person receiving 121 business emails per day and the use of generative AI exploding this year, it is crucial that the content you produce, be that a social media post, a blog, or a whitepaper, is worth the reader’s time. So, what do you need to do to cut through the tsunami of words produced every day? And yes – I do realise that it is ironic that I am producing more words to tell you how to cut through all the words!!
What is good content, and why do we need it?
Kristal wrote a great article that expands on the role of ungated content and how potential buyers use it to learn more before making a purchase decision. I highly recommend that you give it a read here.
Most of our clients come to us not because they want fireworks and Superbowl campaigns but because they want the basics done well
Having been around the block a few times, we find that while content production is prolific, the content is frequently, well, a bit rubbish. Most of our clients come to us not because they want fireworks and Superbowl campaigns but because they want the basics done well.
What that looks like is:
- Reliable, accurate and current info that is properly referenced back to the original source (just like a uni essay)
- Relevant and valuable to your target audience (and, of course, to what your business does)
- Written in your tone of voice
- Interesting – no point writing a 10-page document if it sends your reader to snooze-ville after the first paragraph
In a fast-paced and competitive industry like the tech space, you need to show prospective customers that you are helpful, knowledgeable, up-to-date, and understand their business. You might have the most knowledgeable sales team in the world, but they won’t get a meeting unless the prospect thinks it will be worth their time.
A word on finding reliable sources of information
We all know that you can’t believe everything you read online. As Jack Appleby said, Googling symptoms only tells you which diseases have the best SEO.
One of the advantages of working with a strategic marketing partner like One Little Seed, month in, month out, is that we are embedded in the tech industry in a way that a tactical marketing agency may not be. So, when the Australian Government released their 2023 – 2030 Cyber Security Action Plan at the end of November 2023, we knew it was coming and were watching out for the release. Not only that, but we do the hard yards of reading the entire 64-page document and slotting relevant updates into our clients’ content calendars.
Differentiation between clients
Given our specific technology-focused client base, someone asked the other day how we approach reports such as these to ensure that we share relevant information with our client’s customer base without duplication. To be honest – it isn’t something we think about much because we do it regularly and intuitively. But it is a fair question, so I thought I would give you all a sneak peek behind the curtain.
1. We consider our client’s specific focus and offering
Let’s take cybersecurity as an example. Cybersecurity is a strategic imperative for any tech company (indeed any company at all!), but every company has a different UVP, target market and area of focus. So, each of us considers what information is most relevant to each specific client and focuses on that area.
2. We collaborate
We might work remotely, but we talk a lot! When there is a piece of content that we know will be relevant to multiple clients, these conversations are crucial to ensure that we’re creating unique and relevant information for each account.
3. We always bring it back to the brand
Every client has a unique look and feel, from tone of voice to branding of the social media tile or choice of blog image. Some clients' brand voices are very factual and authoritative, while others are more lighthearted and playful. As a marketeer, your goal is to ensure that everything the brand puts out is recognisable and feels like them.
unless there is a clear value proposition to the reader or viewer, a message they can take away that will help them or brighten up their day somehow, it isn't worth publishing.
4. We always consider what value the reader will be able to take from the piece of content
We know you are busy, and the internet is full of content and people competing for your time. So, unless there is a clear value proposition to the reader or viewer, a message they can take away that will help them or brighten up their day somehow, it isn't worth publishing. But coming back to the 64-page report we were referring to earlier – pulling out relevant, digestible and actionable information that your customer can apply to their business (even though they don't have time to read 64 pages about it) is incredibly helpful.
We might be working in B2B marketing, but we are still writing content for people. Busy people who might have 133 unread emails and 67 open tabs (1000% me, at all times), but people looking for information that answers their questions, helps make a decision or understand a concept. Luckily, we are on hand to help, one word at a time.
