Not all Content is King!

Posted by Ambal Balakrishnan February 17th 10

While many companies may be focusing on quantity, the ones that will succeed will be those who focus on quality. Michele predicts that content will continue to be a driving force in B2B marketing in 2010, especially as companies try to take advantage of social media. We asked Michele Linn "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?". Michele Linn is a B2B marketing consultant and writer who specializes in producing buyer focused content and providing insights on how to market it.

Michele Linn

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"Only exceptional, reader-focused content will stand out. Be relevant, educational, entertaining, clear and conversational."

Michele Linn's Marketing Prediction for 2010

Content will continue to be a driving force in B2B marketing in 2010, especially as companies try to take advantage of social media. However in a rush to create content, I also predict there will be a glut of mediocre content: blah content that doesn’t inspire. Not all content is king! While many companies may be focusing on quantity, I think the ones that will succeed will be those who focus on quality. Only exceptional, reader-focused content will stand out.

Michele Linn's Marketing Action for 2010
Before developing content, it’s critical to know your ideal reader. Build and religiously use buyer personas. Always ask, “Would my readers enjoy and forward this?” If not, re-work your content until they would.

Here’s my checklist for great content:

Relevant: Answer, “What’s in it for me?” from the reader’s perspective.
Educational: Share information your reader needs to know; it’s often not about your product.
Entertaining: Make content fun, and it’s more likely to be passed along.
Clear: Use words your reader understands.
Conversational: Talk directly to your reader instead of using a formal tone.

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