What Is Content Marketing?

Napier Partnership Limited

www.napier.co.uk

@NapierPR

Content Marketing

• Generation and sharing of information with potential customers.

• Valuable, informative content that presents the company’s products in the best light, and positions it as a thought leader.

• Increasingly important element of lead generation.

• White papers, case studies, analyst reports & videos.

• Content marketing should use materials that add value to the company’s products or services.

Why Is Content Marketing So Popular?

• Increased customer engagement when they provide valuable content.

• Company websites also offer the opportunity to place content behind a “registration wall”.

• Now cheaper and easier than ever to distribute content.

• Social media amplifies the message and distribution to a wider audience.

What is the difference between contentmarketing and inbound marketing?

• There is a big overlap between content marketing and inbound marketing.

• Content marketing doesn’t have to generate inbound enquiries. .

• Inbound marketing can use other approaches to engage potential customers.

How Do You Make Content Marketing Effective?

• Only effective if the content has value.

• The more useful the information, the more likely customers are to engage and offer up their contact details in exchange.

• Give away information that previously was proprietary.

• Collect data about the customer in exchange for information.

• Combine with email marketing, to target prospects at different stages of the sales process.

• Tier the content: give away some, and put exclusive content is behind a registration wall to act as a lead generator.

How Do You Start A Content Marketing Campaign?

• Identify information, expertise and industry insight

• Consider the needs of customers at each stage in the sales funnel, and create content that will help them move from one stage to the next.

• Decide which content will be freely available and which will be hidden behind a registration wall.

• Distribute and promote the content.

Need Help?• With so many B2B technology

companies running content marketing campaigns, it can be difficult to rise above the noise.

• For help in making your

content marketing campaign deliver outstanding results contact Napier - info@napier.co.uk

About the Author

Mike has directed major PR and marketing programmes for a wide range of technology clients throughout UK and Europe, ranging from technology start-ups to global market leading companies.

Mike Maynard Managing Director of Napier Partnership Limited

www.napier.co.uk

@NapierPR