|Alaskan Fisherman can earn $60,000 in one month|
Their salary reflects the risks they take - this is one of the most dangerous jobs in the world.
And they fish in extreme conditions... along the Bering Sea... in November.
|Content is King with a Content Marketing Strategy|
- Identify the Audience (prospects and clients)
- Identify the Purpose of your content
- Identify the content types to be published
- Align your audience, purpose, and content types
Anytime you write content, the first step is to single out your audience. Which clients are you targeting? Prospects, customers, both?
|Know Your Audience|
You’ve heard of personas, which represent the various client profiles you’re targeting.
Decision makers want high-level information focused on the “Big Picture” and maybe some level of details concerning important aspects of a product or service. Technical personnel, however, want the details. They want to go into the weeds.
When you identify the purpose of your content, you get at the specific goals and objectives you hope to achieve.
- Lead Generation: For trade shows, you obviously want marketing content that generates leads. With about 83% of trade show attendees having influence over the buying decision, you’re operating in a target-rich environment for lead generation.
- New Products and Services: Your purpose may be to feature a product or service that reflects the industry’s latest business practices, technologies, or products your company has to offer.
- Branding: Additionally, with so many decision makers and influencers at trade shows, you’ll want to showcase your company’s brand. All your content should reflect your business's core message.
- Text documents: white papers, case studies, point papers, presentations
- Graphics: company photos, infographics
- Video: company overview by CEO, featuring of special/new products
- Audio: Podcasts of individual products and services being featured by COO, CIO, etc.
|Align Your Audience, Purpose, and Content|
- Do your customers get their information on the web?
- Do they want high-level or detailed data and information?
Now it’s time to review what you’ve done and assess it in terms of your overall content marketing strategy. To quickly recap, you’ve identified your audience, your purpose, your and content types, and you've aligned them.
This blog post lays out a different approach to developing a content marketing strategy based on your annual trade show. It maximizes time and effort spent on what’s important. It represents a disciplined approach that easy to implement if you plan.
Try it and let me know how it worked out for you.
P.S. Here's a link to a presentation on this using trade shows as a content marketing strategy: Perfect Your B2B Content Marketing Strategy with Trade Shows