6 Ways to Distribute and Leverage Content; Specifically Your Edu-Marketing Content

by Wiz

First, let’s be clear on what I mean by edu-marketing content for the B2B audience.

This content informs and educates. And it often tends to educate your audience on issues related to the product as opposed to exhaustive details on the product itself.

As you likely know, many B2B products and service are complex and not easy to understand.

What’s more, you have a variety of audiences to educate – the engineers and technicians, plus the managers and leaders less involved in the technology and more focused on the business benefits of what you’re selling.

They all need to educate themselves on aspects of your technology, how it works and how it is applied to their situation, is there any “down” time while it’s implemented, how much effort to train their staff, how long before it “pays off” and other vital issues to grasp in order to make an intelligent buying decision.

Edu-marketing content gives business buyers what they need to make that intelligent and well-informed buying decision. And this type of content also does the job beautifully.

The most popular and most effective forms of edu-marketing content include white papers, case studies, webinars, feature articles, blog posts, how-to-guides, special reports, online videos, and more.

We don’t hear the term edu-marketing much anymore. The basic term “content marketing” prevails, but it doesn’t adequately describe these particular pieces in my opinion.

So how might you use these B2B content marketing materials to help sell your products and services?

• Lead Generation – Used as an offer to collect contact information for additional lead nurturing. Offer may appear in pay-per-click ads (text and banner), a direct mail sales letter, on your website, through social media, email campaigns, press releases, and more.

• Publicity – Sometimes B2B companies issue a press release with a particularly well written white paper or other educational document. Two things influence the effectiveness of this tactic: The quality and relevance of the white paper; and not writing a typical dull press release that is totally self-centered. When both are done well … it may get picked up by bloggers, industry journals and other publications.

• Search Engine Optimization (SEO) – Because these edu-marketing materials contain great content, they naturally boost your relevance to searchers (i.e., business buyers). And when you deliver what searchers want, you’re rewarded with higher organic search results by Google and other search engines.

Getting good SEO results also depends on writing captivating headlines, titles of white papers, and engaging summaries. And this means using someone who really knows how to write B2B copy. This is NOT the time to be dry as a bone or to use a bunch of jargon!

• Lead Nurturing – The B2B sales cycle is often several months long; especially with complex and/or high-priced products and services. Having a steady stream of content to keep buyers interested, educated, and moving closer and closer to the buying decision is essential. There’s a catch: It must focus on their needs and not be all about “you.”

• Sales Team Tools – Many sales reps cite case studies and white papers (with video on the rise) as their favorite sales tools. They’re used to back up their claims during a presentation; or as a leave-behind. Much more effective than a brochure.

• Branding – Edu-marketing content helps reinforce a company as an expert, as a thought leader, and as THE company to go to for a specific solution. They emphasize what the brand of the company and what they’re known for.

How else can you use these valuable pieces of educational content marketing? They are commonly used as giveaways at trade shows. You can use them as the basis of a speech or other presentation. And as mentioned in the first bullet, offer them as a free download on your website.

Those are the most common ways B2B companies like yours use edu-marketing content to promote complex products or services. And the beauty of creating quality content is that it can be leveraged … it can be repurposed in a wide variety of ways. Here’s one leveraged content marketing example from the aviation industry.

How are you leveraging your B2B edu-marketing content?

More related posts:

Leveraging content, including social media: 13 ideas

QUALITY Content is King

Leveraging content example from aviation

9 Benefits of Educating B2B Prospects with Quality Content

Photo credit: “Villy21” via PhotoPin.com

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