When I meet clients to discuss their business blog, they are usually frustrated by the lack of interest and engagement their customers and audience have with their content.
I can certainly understand their disappointment. After all, with all the facts and positive reviews on the value of content marketing and how it can shorten the sales cycle and increase lead generation, why then it is more difficult for some companies to develop a successful content marketing program?
The number one reason is that their content is stingy.
Website writing projects come to us usually in one way, after the content is written and the site is launched. Today, most business owners believe everyone can write, and there’s nothing special about putting two words together. Plus, why spend money on someone who doesn’t know their brand when they’ve got a tone of people wanting to get their hands on new marketing projects.
When a B2B company is not seeing results from their social media program, it is usually because of undefined objectives or a misunderstanding of how to use these platforms that will truly benefit your brand.
It’s a common practice with many B2B companies. The all-important brand message get’s built based on well-meaning colleagues who pass through your office and give you their one suggestion on what makes the company stand out. This is usually backed-up with personal declarations such as; “I’ve been in this business for a long time, we’re known for this, or that’s what our customers say!”
This weekend, I caught up with a good friend over brunch who is a fun, outgoing, 30 something, MBA, hot shot project manager. During our fast-paced, multi-varied conversations, we touched upon networking events where he flatly stated, “I don’t believe in business cards. They are out-dated. Do people really carry a card anymore?!”
And, I thought…what a great blog post.