Traditionally businesses, especially in B2B, have focused on products and specs. Yet the classic advertising model has been upended in the era of social media and digital content. Buyers have rejected outdated campaigns in favor of engaging and informative material.
With these changes, B2B marketers often confuse product marketing with content marketing.
Content marketing focuses on information that is valuable to prospects and has less to do with the specifics of a product. Product marketing focuses on the precise details of each product.
In an era where information on any topic is available at peoples’ fingertips 24/7, companies have become eager to position themselves as thought leaders, and thus turning to content marketing.
Not only are companies seeing greater returns with content marketing, they are able to produce it for less than other marketing initiatives. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
“If you can establish yourself as a thought leader, as an expert in the industry, people are going to want to flock to the companies they feel have the strongest know-all on the topic that they need help with,” Maverick said.
Listen to more episodes of "Here's What I Know".