Thursday, February 19, 2009

Content Is STILL King

In doing some research for a potential new client, I've come across a number of tech websites that have the same issue... that of organizing their content in a product-centric fashion vs a customer-centric fashion.

With today's post from Hubspot's Inbound Internet Marketing Blog The One Content Question Marketer's Should Ask I'm reminded that many companies, especially the tech co's I came across in my line of work, utilize their websites as brochure-ware and mostly provide information from the company's POV. In addition to being unengaging, boring and a tough way in which to be credible and relevant, it does nothing to support your goal of being recognized as a domain expert, a solver of problems, an innovator in your field. Which in turn will do nothing to support the chances of your content getting passed virally and getting you discovered as a leading voice in your industry.

This becomes especially important if you're trying to evolve your marketing presence as more thought leadership and being an expert in your business discipline. Inbound marketing runs on providing knowledge, ideas and content that make people smarter and better able to do their jobs. Your content should be in a narrative that speaks directly to customer needs, that frames your message in ways that speak to saving money and time, creating efficiencies and business process improvements. Help prospects define and understand the business problems they face, recognize their needs, satisfy their needs and do it in a compelling way that makes them feel like you're talking directly to them.

If you want your content to be discovered as highly valued knowledge, it can't be blatant sales pitches. You'll have zero credibility.

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