Does Your Organization Need a Chief Content Officer?
Just how important is content marketing to high-tech organizations’ strategic marketing direction? Important enough that a C-level executive should be appointed to direct all content marketing activities?
Maybe so – check out Joe Pulizzi’s Chief Content Officer (CCO) job description which was created by crowd-sourcing. As Joe says “it’s clear that this is an extremely challenging but necessary position in any company today, as brands continually evolve into media companies.”
I’m an avid reader of business books, but truthfully, I don’t find many that are helpful and offer up unique ideas I haven’t heard elsewhere. Many seem to be filled with fluffy strategies that aren’t relevant to my situation – well-defined tactics are often missing.
Here’s a book that really delivers outstanding strategies AND tactics: Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C.C. Chapman. If you want a book that clearly defines HOW to use content marketing with unique ideas, then you should read this. It’s a worthwhile time investment from the very beginning.
And Why MSU’ing is the Pits
Now, yes, I did attend Michigan State University, but MSU’ing is not about college. It’s about Making Stuff Up (that term is courtesy of Pragmatic Marketing) and it’s a rotten thing to experience if you’re in technology marketing.
If you’ve been a marketer for any length of time, you know that MSU’ing is not fun. It can cause the average marketing manager to sweat bullets.
Content marketing is about producing high-value content that addresses your buyers’ concerns and interests. The focus is on education, not selling. It’s also about giving buyers the information they want when they want it – not hitting them over the head with lots of stuff they may not be ready for – because they’ll either ignore it or delete it.
Remember, technology buyers are delaying talking to your sales team – they want to do as much self-service research as possible before they contact you. To help them, you need to align your content with the stages in your sales cycle.
Becoming an Expert on Your Buyers
The information overload in our digital world is staggering. As a marketer in the technology industry, you’ve got to ask yourself “Does anyone read this stuff I’m producing?” After all, technology is a competitive industry, and your competitors are hitting your buyers as hard as you are.
No wonder technology prospects are jaded, aren’t taking your sales teams’ phone calls, and just want to be left alone until they are ready to reach out to you. But how do you align your marketing with that desire?
It’s All About Educating vs. Selling
Content marketing might be called a “trend” by some folks, but in reality, it’s nothing new to the marketing world – even for technology companies. Content marketing is the idea of the marketer as a publisher. It focuses on creating marketing content that emphasizes education versus sale-pitches. It eliminates “Wow, here’s how we’re great!” messaging in favor of producing interesting content that helps solve prospects’ challenges.
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