These days, there are so many terms floating around – content writing, content marketing, digital marketing. Throw in the B2B angle and we can raise the confusion up a notch. Let’s try and allay the doubts and dig more into B2B content marketing today.
Do you know why firms in India spend too little on content marketing? Well, it’s not obvious, but people in India always look out for concrete, immediate results. But as far as B2B content marketing is concerned, it’s an ongoing and a time-consuming process. You need to have enough patience to let the wind blow your sail.
Who said you can only market content if you create it? That’s not true. You can market content relevant to your business website from other relevant sources too. But, if you desire to increase the number of visitors on your website, then you need to create content specifically for your website.
Okay, let’s start with the basics here, what is Content Marketing?
Content Marketing is adding good content (something that your audience wants to hear) to your marketing arsenal and using it to reach out to the largest number of readers that you can (Refer to our step by step guide on creating a content marketing strategy to understand better what the audience is).
Many of us have actually been using content to market either our own profiles or the brands that we follow extensively on various social media platforms. This usually happens to those who use social media platforms on a regular basis but are unaware of the term marketing.
Globally, information technology firms are getting their big boys and girls to blog. Thought leadership has leaped out of printed marketing collateral and onto companies’ websites and LinkedIn pages. IT firms that are serious about content marketing in India are only now waking up to the possibility of generating leads or engaging with existing customer with the help of social media. And in doing so, they are facing several challenges.
Want to create awareness about your newly launched mobile phone or anti-virus software?Traditionally, engineering companies have relied on professional networking and events to grab the interest of the potential investors. But, in the digital age, the potential investor would definitely visit your website to read about your product.
The major goal of content marketing in India is to engage people and not directly market or advertise the products and services. And when fashion brands showcase what they’ve got, it interests the people. Most people follow fashion websites, fashion blogs, videos, social media accounts, etc. to get expert opinions and not miss out on latest trends.
Okay. So you’re out in the world, enjoying the warmth of the sunny streets in Paris. You come across the délicatesse of Croquet-monsieur. The rich flavors of its multilayered pillowy perfection evolve an idea inside your head. An all-inclusive French Bistro featuring food from the very streets of Paris! The idea is every – the right communication strategy.
Businesses – whether small or large, cannot survive without having an online presence. In this digitized world, an online presence means your business has a digital store and you can reach out to customers. But, a mere presence on the internet with a website or social media pages won’t suffice. While having a website or social media pages seem beneficial, what makes it lucrative is the content. Content marketing in India is not a new concept.