This weekend while checking Facebook I noticed an advertisement with the headline “101 Blog Post Ideas” aimed at all those who had run out of blog-writing inspiration but still needed to produce content.
As someone interested in b2b inbound marketing and its ability to raise awareness and build valuable relationships, this particular ad highlighted an issue that’s been bothering me for some time. Anyone with experience will understand that to excel in b2b content marketing there must be marketing content of value.
The issue is whether there is real value in a blog post written for the sake of it. Increasingly we are inundated with information online and, like email in the past, some of it is beginning to feel a lot like SPAM. Great content cannot be produced by picking a blog-post title and then creating some text to match. Great content is the result of a genuine desire to inform others about a solution or opinion that may actually help the reader. With so much content swilling around it’s becoming increasingly difficult to find the nuggets of useful information – frankly it’s like wading through mud.
And this problem extends beyond written content; there’s also the sharing of other peoples content. Sharing makes sense when you see something you’re sure will resonate with your online network or social contacts. But be careful because, just like your Facebook friends, you value those who share only the good stuff over those who will share anything and everything.
To get the best inbound marketing results, write your content from the heart, only write about what you know and only share the best. Here’s some things to bear in mind to ensure quality when creating or sharing content:
Write about specific problems you’ve encountered and how you solved them. This can be as mundane as “how to create Mail Chimp marketing campaigns from within Salesforce” because you will be helping someone overcome a real business problem. Result, content of value.
Blog about your thoughts on a subject that fires you up; a bit like I’ve done here.
Ask questions that you really want the answer to or people’s opinion of.