Visit any social media outlet today and you’re likely to find numerous articles about Social Media Content Marketing, also known as Inbound Marketing, with outlines, diagrams, and frameworks that say very much of the same thing, albeit in different shapes, sizes, and formats.
In today’s social and digital age, there is no straight path from A to B where business executives and technical sales professionals discover and share information. Along the consumer decision journey, often best defined by McKinsey’s circular feedback loop, agility is key.
Multiple touch points mean multiple opportunities to attract consumers, as well as multiple chances to lose them with convoluted websites that make product information hard to decipher and points of contact difficult to locate. This is important to get right as one of the major roles of social content marketing is to bring B2B leads to you, before you need to call on them. If Word-of-Mouth and good content has brought them to you, great design must keep them there.
What is Content Marketing?
The Content Marketing Institute defines Content Marketing as attracting and retaining customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.
The idea is simple, but the ability to execute and develop a streamlined content creation mechanism is much more difficult when those on the selling end want to communicate features and functions of their products above and beyond industry trends. Additionally, people in the market for business solutions are often looking to consume content that is just detailed enough to understand a feature, selling point, or trend, but comprehensible enough to act upon.
