A white paper I recently downloaded from Marketo, “From Creation to Conversion: Promoting Content to the Right Audience,” turned out to be one of the best guides I’ve read on B2B content marketing best practices. The paper provides all the step-by-step “must dos” for creating and using content properly in this “attention economy.”
They call it the “attention economy” even though demanding attention is not new. It has always been one of marketing and advertising’s most important concepts. The first principle we are taught in marketing and advertising is the AIDA acronym. That is, all marketing must be created to (in this order) grab Attention, generate Interest, build Desire, then call the reader to Action.
Today, however, thanks to the Internet, smart phones and more, demands for our attention has multiplied tenfold.
The secret to knowing how to get attention is, of course, for B2B marketers to get inside the heads of the people they are trying to reach. Who are they? Where do they work? What do they do? What do they care about? What do they know? What are they comfortable with? And, of course, what are their biggest pains?
There’s nothing new in B2B marketing about making subject lines, headlines, teasers, ads, emails, content, etc., relevant to the reader. The Marketo White Paper addresses this important point. The problem is that most B2B marketers go halfway in making their marketing relevant.
Next time a B2B marketer is out there trying to grab attention, they should look at this list and see how many of these important elements of relevance they can include in their content and the messaging they use to market the content. They should also consider how many versions they can create to be as relevant as possible to each individual prospect.
- Industry or field
- Type of business
- Title or area of responsibility
- Name of company or organization
- Individual name of prospect
- Number of employees, size of company
- Current solution being used (for some companies this can be determined)
- Partnerships and associations with other firms, where appropriate
- Location, where appropriate
Getting attention isn’t as difficult when the message or the content offer relates directly to the person trying to be reached. It’s the surest way to get noticed in this attention economy.