Feeling Left Out of the Content Marketing Conversation?

Feeling Left Out of the Content Marketing Conversation?. We’ve all been there. Everyone is talking about the latest movie, fitness craze or current event and instead of admitting we have no idea what they are talking about, we nod knowingly and pretend like we do. After all, who wants to come across as out of touch?

Many small business owners admit to feeling this way when the conversation turns to content marketing. While content marketing has been around for a while-and has proven itself to be a powerful tool-there is no shame in admitting that you aren’t exactly sure how it works.

Thankfully, you don’t have to admit this in front of a large group of people. In fact, read the primer below and you won’t have to admit it at all!

    • What is it? Content marketing is a strategic marketing approach in which businesses create and distribute content designed to appeal to a particular audience. Unlike advertising copy that tries to entice a huge swath of consumers to buy goods or services, content marketing helps a business connect, educate and inspire a particular group of people. In other words, it attracts people who are likely to be interested in what a business is selling, and when they are ready to make a purchase, they will think of that business first.
    • Who should use it? Everyone. The best thing about content marketing is that it works for every business, no matter what the industry. Whether you sell hair care products or farm implements, content marketing can work for you. The key is to provide your audience with a steady flow of unique information that helps solve a problem or improves their lives. In the process of helping others you come to be seen as a thought leader in the industry and someone people can trust.
    • How do you get started? The first step in content marketing is defining exactly who your target audience is and what they need. Only then can you begin producing content that will draw your target audience in. You also need to make sure your target audience finds this content. This is accomplished by determining where they hang out online. Do they watch videos on YouTube? Read articles on LinkedIn? Frequent online industry publications? Once you know where they are, you will know where to post your content.

Content marketing isn’t complicated but it does take time and effort. The most important thing to keep in mind is that you won’t see results overnight. After all, it takes time for people to get to know you and learn to trust you.

Making the Most of Tradeshows

Making the Most of Tradeshows. In today’s digital marketplace there have never been more ways to promote your business. Despite these new promotional avenues, tradeshows continue to be one of the most important marketing investments a company can make, particularly in the B2B industry.

The average B2B company will investment almost 40 percent of its annual marketing budget on tradeshows. This is not surprising considering tradeshows’ excellent return on investment.

So the question is not if a B2B company should attend tradeshows but rather which tradeshows should they attend. And this is an important question since tradeshows are a tremendous opportunity to show off new products, make new contacts and, most importantly, secure new sales leads.

In light of these facts, it is essential that you attend the tradeshows that are right for your particular company. Before you attend any tradeshow, however, you need to consider the following:

Cost: While it would be great to have a presence at all of the hottest tradeshows, a lot will depend on your budget. Once you decide how much you have to spend, you can determine which tradeshows to attend. It is important to do your research as different tradeshows charge different rates for many of the same offerings, including booth rental. Display design, shipping and traveling costs are all important considerations, as well.

Prepare: Once you have an idea of how much you have to spend on a particular trade show you need to make sure your booth is scaled for your rental space. You also need to make sure you have filled out all the necessary paperwork and are aware of any deadlines so that there are no surprises once you arrive at the tradeshow.

Promotion: Attending a tradeshow is a great way to promote your business but just showing up isn’t enough. Launching a new product? Make sure you have demos and product data sheets ready to go. Further, make sure your collateral is printed, checked and re-checked as far ahead of the tradeshow as possible.

Staffing: Who you will send to a tradeshow is almost as important as the tradeshow itself. The first thing you need to decide on is a point-person who will be responsible for making sure that everything runs smoothly. Next, make sure the individuals who will staff your booth are not only the most knowledge but also the most energetic. Tradeshows mean long and sometimes grueling days and nights of promoting your brand and the products and services you offer.

Finally, the most important aspect of any tradeshow is the follow-up. Make sure all of the leads you obtain at a tradeshow are immediately and correctly classified so they enter your sales funnel in the just the right place.