If you’ve been following recent trends in B2B demand generation, you know there’s an explosion happening right now in marketing technology—also known by its portmanteau “martech.” Marketers are employing an arsenal of sophisticated tools and techniques to engage with their target audiences and deliver increasingly personalized experiences across a variety of touchpoints.
Slight problem: Marketers don’t have a lot of confidence that the content they’re creating is effective. In fact, a majority are struggling. According to the Content Marketing Institute 2016 Trends Report, 87% of B2B marketers find producing engaging content to be a major challenge.
And marketers will keep struggling unless they’re able to turn content into a differentiator. We’ve got a saying around the office, “Don’t put dirty fuel in your new Ferrari.” When it comes to demand gen, you’ve got to raise your content game to match your martech.
As my colleague Steve Middleton (Tendo VP of Demand Gen) wrote recently, “Unless your communications provide value to your customers and prospects, you’re just creating more noise.”
The 5 Pillars of Great Demand Gen Content
At Tendo we’ve spent a lot of time thinking about how content plays a role in this new landscape. Our clients are looking for new approaches to demand gen. They know it’s no longer enough to churn out another white paper without thinking strategically about the larger content ecosystem.
In that spirit, we’ve come up with five guidelines for creating demand gen content that’s more effective at engaging your audience and driving desired actions:
- Focus on the audience
- Go for quality over quantity
- Coordinate and collaborate
- Maximize your investment
- Focus on outcomes
Learn more about how these pillars fit into an overall content-driven approach to demand in our latest infographic, 5 Ways Content Can Help You Get Better Demand Gen Results.
Interested in talking to us about great demand gen content? Drop us a line at firstname.lastname@example.org.