The first question that needs to be answered is, “What is content marketing?” Of course there are as many answers as there are marketing “experts”, but here is one man’s opinion.

Content marketing is the technique of creating informative and pertinent information in an effort to entice and engage a clearly defined target audience. The goal is to drive a successful customer action; one in which both parties benefit. It is definitely a “best practice” if practiced correctly.

What do visitors need to see?

Too many companies in our industry, run by scientist/founders, believe that content marketing and data dumping are the same thing which, in my opinion, couldn’t be further from the truth. If I place myself in the consumer’s shoes, when I visit a web site, trade show booth or read a brochure, I have three basic questions that I want answered quickly:

• HOW is this going to help me succeed?
• WHAT is different about this product/technology/service that will make a difference?
• WHY should I choose this company to help me solve my problems?

Many marketing experts believe that the scientific community is skeptical and hard to sell to, that these are the reasons for challenges associated with marketing successfully. While there is truth to this assertion, my belief is that, just like the rest of us, these people are incredibly busy and time is short. To market successfully you must understand their need for rapid gathering of pertinent information to develop their interest quickly and powerfully.

Marketing Successfully

How does that impact the way to market/sell to them successfully?

• Make it easy for them: Tell them what you do differently, why it matters and how you will help them.
• Do it quickly: communicate via bullet points, powerful but succinct text and some data but NOT too much
• Don’t present them with technology and expect them to figure out how they can use it to their advantage; TELL THEM.
• In short, keep it short, easy and impactful.

There are thousands of companies trying to get their attention. If they spent a minutes on each company’s site or in their booth, that would be their job. Rapidly and powerfully give them insight on what they need to know and why it matters to them. Just like the cover of a book, your sales and marketing communications should entice them to open up the cover and begin to read inside. You have 30-40 seconds to make them want to spend another 1-2 minutes with you. Use those first 30-40 seconds wisely and you will more frequently “win” the right to the next few minutes whether you are making a sales call, doing a presentation or creating a marketing campaign.

What do YOU care about?

Put yourself in their shoes. What do YOU do when you receive an email blast or a phone call from a salesperson? What are YOU looking for once they engage you? If you don’t have a need, how likely is it that they can create one? All these questions and so many more are part of what I consider content marketing and selling.

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