How Do You Take Advantage of Digital?
According to the Content Marketing Institute 86% of UK companies now use content marketing to drive their brand awareness. So how do successful B2B brands deliver inspiring engaging content?
Less is More
No communications strategy can succeed without being grounded in the core brand values. So focus on fewer brand centric messages and distribute them across more relevant channels. Our clients Capita are active across hundreds of markets offering hundreds of services but keep brand messages as simple as Better Ideas, Better Stories and Better Outcomes.
Quality is King
It is the great quandary almost all of our clients encounter. On the one hand you want everybody in the business to create great content but on the other you want to make sure it is on brand and relevant to the audience. So create a framework, breaking down simple key messages so that the sector experts working within the business can create compelling content that crucially is still on brand. Our clients Corcoran Estates build homes that offer privacy, comfort, efficiency and convenience and that core belief drives everything from the appointment of contractors and suppliers through to the marketing of new developments.
The majority of B2B brand stories are written from a rational rather than an emotional point of view. But B2B audiences are as human as B2C audiences so tell them the emotions that are going on and it is more than likely they will engage on a much deeper level. You only have to read The Hiut Demin Story to understand the power of emotion.
Less than half UK companies actually measure their ROI. That’s because it is really hard to get meaningful data. Our clients The Lorenz Consultancy use Hubspot to distribute and monitor all digital activity. The data can really help understand what content and platforms elicit engagement and which ones don’t.