As you dive into the world of digital media and marketing, the phrase " content is king and your e-mail database is queen," surfaces over and over.
In many ways digital media and marketing has been falsely spun as being somewhat of a low-cost savior for B2B marketers.
It is true that your cost structure in digital marketing is different than many traditional marketing efforts. It costs nothing to start a Facebook fan page or to open a Twitter account. The delivery cost of hitting "send" for an e-mail deployment is a lot less per recipient than the postage cost of putting a catalog in the mail. We have always needed graphic designers to produce our materials, but now our printing needs are less...yet another cost reduced.
However, by moving some efforts from offline media to digital media, other costs will surface. Or rather, other costs should surface. Without a doubt, a digital marketing campaign will not work without content and without an audience. Without content we are saying nothing and generally speaking, effective digital marketing requires more content - a lot more content - than most offline marketing efforts. Without an audience, we are talking to ourselves and most of us want to grow the audience we are talking to so that we can uncover new opportunities.
As wonderful as we think our products are, our customers do not really care about our products. Our customers do, however, care deeply about the solutions our products provide. So, an entire website full of product spec sheet type of information will not be particularly engaging to your customers and prospects. Don't get me wrong, you need product spec information on your website, but you also should have interesting and relevant content that addresses prospective customers and existing customers in educational and problem solving manners. Research, application stories/notes, case studies, articles, podcasts, videos, webcasts are all ways to help to market to your customers and prospects. Most importantly, it is this type of content that will keep your customers and prospects engaged with you.
Once you have a constant stream of content to engage your audience, how do you build the size of your engaged audience? Your own CRM databases is certainly the first place to start, as well as outside marketing/media partners, trade shows, SEO efforts and much more.
A constant stream of relevant and engaging content and audience growth/engagement....this is not easy, effortless or free. For next to nothing, anyone can start a wide variety of digital marketing efforts. BUT, it takes time, focus and money to engage an audience in a manner that strategically advances your marketing and sales efforts.
The ironic thing is that traditional print-based marketing always has had many of the same demands--constant, engaging content and an audience. Most offline media is more challenging to measure, so often we told ourselves that our efforts worked when the reality was we simply did not know. Since everything in the digital world is extremely measurable, efforts that are not interesting, relevant or engaging to your audience are quickly and sometimes harshly revealed.
How can the Pharmaceutical Manufacturing team help you in this area? We are really good at content creation and audience development. Many aspects of our business have changed radically within the last 6-7 years, but the need for great content written by industry experts has not changed. In fact, the need has only grown. In the throes of the recession, many b2b publishing companies made the unfortunate and, in my opinion, unwise decision to reduce costs by reducing the size and quality of their editorial/content creation teams. Pharmaceutical Manufacturing, nor Putman Media as a whole, took this approach. Our editorial teams are stronger than ever and could be a very substantial asset for you.
We have developed a number of content development programs. Some of these programs are turn-key, more "off-the-shelf" type of efforts that are adjusted to fit your needs. Some of our solutions are very customized and are more involved efforts.
We also have a programs to help you to grow and nurture the audience interested in your content--lead generation programs, contextual advertising programs and behavior-based content programs.
To discuss how we might be able to you help, please contact Tonia Becker, Publisher at [email protected] or 630-467-1301 ext 455.
In many ways digital media and marketing has been falsely spun as being somewhat of a low-cost savior for B2B marketers.
It is true that your cost structure in digital marketing is different than many traditional marketing efforts. It costs nothing to start a Facebook fan page or to open a Twitter account. The delivery cost of hitting "send" for an e-mail deployment is a lot less per recipient than the postage cost of putting a catalog in the mail. We have always needed graphic designers to produce our materials, but now our printing needs are less...yet another cost reduced.
However, by moving some efforts from offline media to digital media, other costs will surface. Or rather, other costs should surface. Without a doubt, a digital marketing campaign will not work without content and without an audience. Without content we are saying nothing and generally speaking, effective digital marketing requires more content - a lot more content - than most offline marketing efforts. Without an audience, we are talking to ourselves and most of us want to grow the audience we are talking to so that we can uncover new opportunities.
As wonderful as we think our products are, our customers do not really care about our products. Our customers do, however, care deeply about the solutions our products provide. So, an entire website full of product spec sheet type of information will not be particularly engaging to your customers and prospects. Don't get me wrong, you need product spec information on your website, but you also should have interesting and relevant content that addresses prospective customers and existing customers in educational and problem solving manners. Research, application stories/notes, case studies, articles, podcasts, videos, webcasts are all ways to help to market to your customers and prospects. Most importantly, it is this type of content that will keep your customers and prospects engaged with you.
Once you have a constant stream of content to engage your audience, how do you build the size of your engaged audience? Your own CRM databases is certainly the first place to start, as well as outside marketing/media partners, trade shows, SEO efforts and much more.
A constant stream of relevant and engaging content and audience growth/engagement....this is not easy, effortless or free. For next to nothing, anyone can start a wide variety of digital marketing efforts. BUT, it takes time, focus and money to engage an audience in a manner that strategically advances your marketing and sales efforts.
The ironic thing is that traditional print-based marketing always has had many of the same demands--constant, engaging content and an audience. Most offline media is more challenging to measure, so often we told ourselves that our efforts worked when the reality was we simply did not know. Since everything in the digital world is extremely measurable, efforts that are not interesting, relevant or engaging to your audience are quickly and sometimes harshly revealed.
How can the Pharmaceutical Manufacturing team help you in this area? We are really good at content creation and audience development. Many aspects of our business have changed radically within the last 6-7 years, but the need for great content written by industry experts has not changed. In fact, the need has only grown. In the throes of the recession, many b2b publishing companies made the unfortunate and, in my opinion, unwise decision to reduce costs by reducing the size and quality of their editorial/content creation teams. Pharmaceutical Manufacturing, nor Putman Media as a whole, took this approach. Our editorial teams are stronger than ever and could be a very substantial asset for you.
We have developed a number of content development programs. Some of these programs are turn-key, more "off-the-shelf" type of efforts that are adjusted to fit your needs. Some of our solutions are very customized and are more involved efforts.
We also have a programs to help you to grow and nurture the audience interested in your content--lead generation programs, contextual advertising programs and behavior-based content programs.
To discuss how we might be able to you help, please contact Tonia Becker, Publisher at [email protected] or 630-467-1301 ext 455.
This post first appeared on Pharmaceutical Industry B2B Marketing, please read the originial post: here
