B2B connections illustrated with puzzle pieces

Stay on Point: B2B Content Marketing with Purpose

The whole point of content marketing, e.g. blogging and vlogging (video blogging), is to showcase your business expertise. This must be the mainstay of B2B marketing. When you get too far off point, your intended audience will not realize you are trying to reach them.

I was reminded of this while watching a TV special on the greatest Super Bowl ads of all time. There it was: the memorable video from 2000 of cowboys on the range wrangling with kittycats. There’s even the expression of herding cats. Everyone loved this TV ad. That’s so great, but can you name the company whose ad it was? “EDS, managing the complexities of the digital economy” is the spoken tagline at the end of the ad. Well, that’s still a fine tagline today. (EDS was later acquired by HP.)

To be sure, a commercial with office workers clashing over IT management would not make for a compelling storyline. Perhaps a viable alternative would interlacing the cat herding imagery with references to the “complexities of the digital economy” so that the audience would know exactly what the ad was for. That way the memorable message would be inextricably tied to the product and/or service being offered.

There’s no shortage of businesses leaving their lane for promotions. The latest example is Popeyes of fried chicken fame. Kudos for Popeyes for previously snagging eyeballs and attention in social media, and by extension news media, for creating a sensation over its chicken sandwich by positioning itself head to head (beak to beak?) with a competitor. But now, it is selling athleisure clothes. Do what, you ask? Well, it is harkening Beyonce’s clothing line, Ivy Park, with its own line dubbed “That Look from Popeyes.” I could be wrong, but I would not recommend other business try this tactic, especially if your company is not already a household name retail brand that sells tasty food. I also am speculating that Popeyes’ people talked in advance with Beyonce’s people about this promotion as to avoid a cease and desist response. If this is an example of a strategic marketing alliance, then good for them. If Popeyes succeeds in selling a lot of clothes for charity, that’s wonderful. Will it help them sell more chicken? I’m not so sure.

Take Adroit Narratives. What is for sale? Editing and writing services. Look at the Adroit Narratives blog and you will see that entry after entry is about the power of blogging and content marketing. It does not stray into other business sectors. Does this jibe with the business offerings of the company? Yes, Adroit Narratives is in the business of providing outsourced content creation and digital dissemination with blogs, videos, newsletters and social media.

Your business can also create (or outsource the creation of) consistent digital content that is delivered on a systematic basis to reach your customers and prospects. Focus on the topics that align with the top revenue drivers you already have. These are the areas where you are the subject-matter expert. Your core content should reflect your core competencies. Decide which specific lines you want to emphasize and create a scheduled plan for delivery content to match. This should be a long-term plan, as in months, not weeks. Keep on it. And, stay on topic!

Looking to outsource your business marketing? Contact Katharine at Adroit Narratives: katharine@adroitnarratives.