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Content for Inbound and Outbound Marketing

Content is king. Content is the new SEO. It’s all the same and you read about the need for quality content in every marketing article and blog post for good reason.

What it boils down to is this: Customers, including search engines, have gotten better at seeing through smoke and mirrors. Value sells. What we have to do is document the value in your company, your products and your services. Show customers how their competition uses your products (immediate legitimacy) while educating them on how your products and services will help them work faster, better, and cheaper (self interest).

Website at the Center of Inbound Marketing

Creating persuasive content isn’t always easy and it doesn’t come without investment. Improve your return on investment by reusing the content across all your sales and marketing channels, both inbound and outbound marketing channels, including magazines, websites and social media. Never create something and only use it once. Create a video, presentation, webinar, tablet/phone app, case study, white paper, or product release. Parse it into sections, and send it across every channel….starting at the center.

At the center are your company and your customers. Your content first goes on the Website, where it can be indexed and used to persuade inbound customers (inbound marketing) to buy. If the content is valuable enough to your target audience, gate it behind a form that will generate qualified leads, or pair it on a landing page with “request additional information” forms if testing shows pairing is more effective.

Tech B2B Marketing BlogOutbound Marketing Brings New Prospects, Builds Loyalty

Inbound marketing is critical, serving to attract new customers, convert those prospects to sales, and build brand loyalty among existing customers. However, a company that only does inbound marketing must do it exceptionally well and have a unique product to the marketplace, or expect slow growth.

To accelerate the stream of new prospects into the sales funnel and shorten the time-to-sale (conversion) for existing customers, push the content beyond the firewall to e-newsletters, media, wires, trade associations, and social media (outbound marketing).

The trick is to be smart about how your spend your resources to grow your customer base while periodically staying in front of customers that already know and trust you. TECH B2B’s team can help you find that balance.

Need help with content development? Please contact TECH B2B.

Primary goals (inbound marketing):

  • Use the Web to attract new customers through combination of Organic SEO, including website and external sites and social media (directories, media, LinkedIn, Wiki, etc.) backlinks, and paid referrals/ads.
  • Develop quality content that is informative first and persuasive second.
  • Improve lead-to-sales conversion rates by putting our customers first – clearly communicating unique selling points within the context of potential customers workday life.
  • Increase sales to existing customers by introducing related services when appropriate.
  • Use data analytics to the fullest extent possible to improve CRM and refine marketing plans.
  • And do it all in a sustainable way as it pertains to financial and personnel resources.

Secondary goals (outbound marketing):

  • Organize inbound marketing content to support future outbound marketing (ads, emails, customer newsletters, etc.).
  • Segment your customers by industry, buying needs, and other factors and only send them information that targets their needs. Shotgun approaches show a lack of empathy and concern for the busy professional, alienating new prospects.
  • Identify key gaps in the purchasing decision process and target your content at channels that will put your message in front of these new prospects.
Learn more:
Download the TECH B2B brochure

Case Study: Custom Publishing – HP Targets RFID to Individual Customer Industries
TECH B2B aligned Hewlett-Packard’s RFID magazine insert promotion to specific customer industries, while stretching HP’s marketing dollar by combining industry-specific content with RFID technology primers.

Custom Publishing - HP Targets RFID to Individual Customer Industries

Case Study: Taking an unknown consortium to an ANSI-accredited trade association
The Professional Electrical Apparatus Recyclers League (PEARL), a trade association for electrical equipment reconditioners, spent most of its 11-year history in stealth-mode because their 70 small- to medium-size corporate members didn’t know how to leverage the media to reach their target audience. See how TECH B2B gave thier old image new spark.

PEARL B2B Marketing Case Study

“Winn has been involved with multiple high-technology companies for over a decade. He has worked with numerous companies on a marketing, advertising and technical level. He truly understands the machine vision industry and writes very clear, technically competent articles for Vision Systems Design magazine. I highly recommend this person for any type of advertising or media position.”

Andy Wilson, President, PennWell