If you’re a business-to-business marketer, you probably create a variety of content to promote your product through direct mail, email, Twitter and blogs, just to name a few. Sometimes, the trigger behind making a change in content can be motivated by the wrong reason.
MarketingSherpa recently surveyed a group of content marketers to find out what was the typical trigger that sparks a change in content. They compiled the results and created their latest Chart of the Week, titled “You’re a Publisher, Like it or Not.”
If one of your goals is to become a thought leader in your industry, you have to start thinking like a publisher, according to the gurus at MarketingSherpa.
“Above, we see that it’s often the wrong trigger. To be a thought leader is to think like a publisher – to think about the people at the other end of your white paper, Web event, blog or podcast. They’re not necessarily interested in your new product or feature (unless you happen to work for Apple); they’re interested in what’s happening in the industry or economy that’s inspired that product or service.”
The best reasons to update content fall in the middle of their survey results, including news, trends, events and research. Each of these reasons are focused on the reader.
Of course, the Sherpas also advise to take a look at the performance of each form of content to determine if you should make a change.
“Newspapers may be dying, but the need for compelling niche content is growing every day. To fulfill that need and sell your products, remember that you’re asking for the time and interest of your customers, and make it worth their while.”