In de aanloop naar het B2B Content Marketing Event, leg ik vier vragen over content marketing voor aan John Barnes, Managing Director Insight bij Incisive Media en één van de keynote sprekers tijdens het event.
Why is content marketing so essential for B2B businesses?
John Barnes: “Most businesses produce content for customers or seek media coverage to help promote products or services and educate their potential clients. In essence content marketing is using this content to communicate with your customers and potential customers without overtly selling to them. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”
What is the single most important success factor for content marketing? Why so?
John Barnes: The quality of the content itself is the single most important success factor for content marketing, whether written, recorded or filmed. Quality content is part of all forms of marketing, and quality should be seen as meaning impartial, informative, well produced and useful, it is seen to be of value to it’s target audience and should be accurate and truthful. The reason is simple, relevancy, truth, impartiality and usefulness helps consumers.
What is the role of partnerships in a successful content marketing strategy?
John Barnes: Partnerships are crucial. If well produced content can be placed in Independent magazines or websites it can be targeted to the reader at the pout. Of interest or related to other information they are consuming. Good content marketing makes a person stop…read… think… behave… differently, and most consumers use publishers websites and magazines to discover new things and be informed.
Why should we definitely attend your keynote? Can you give us a sneak preview?
John Barnes: In essence I will be giving some practical examples and sharing my experience of wiring with partners to deliver the right information to the right readers at the right time, to deliver results.
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