B2B marketers have always relied heavily on “content marketing” going back decades now, mostly in the form of thought leadership. Because the concept is relatively new to consumer marketers and is buoyed by social media, it gets a lot of hype these days and generates infographics like this one. Nonetheless, I like this infographic for the useful statistics. It may help as ammunition for B2B marketers who need to justify their thought leadership programs and budgets. This is focused on the online, but there are many offline opportunities as well (e.g., conference presentations).
In planning your programs, be sure to take a strategic approach to the thought leadership you put out into the market place – it should revolve around the unique positioning you are after as a Go-To in your target market. Keep the content focused. Make sure the messaging differentiates you.
I wrote recently about the McMahon Group and their Go-To status in the private club sector. Every bit of content McMahon puts out into the market is aimed at educating private clubs on strategic planning, operations and member experience. It never deviates. And all of the information McMahon provides is useful and actionable.
Do an audit of the content you’ve produced over the last 6 months. Lay it all out – does it hang together? Does it revolve around a singular theme? Does it support the positioning you’re after? Does it distinguish you? And what can you do to improve going forward?