I love hearing about B2B companies that have decided to adopt a content marketing approach. They’ve loosened their grip on the hard-sell, call-now ads and brochures. And they’re now delivering useful and frequent information that customers and prospects actually find interesting.
Ramping up your program, though, isn’t easy. The road to effective content marketing is so often met with skepticism from within the organization: “If we’re giving free advice, why would anyone want to hire us?”, “What if people post negative comments on our new blog?”, etc. Fortunately, more companies are getting past the skepticism.
It’s also not surprising that in the early stages of a content program, it can take a while to find your voice and build a cohesive and engaging program. But it’s at this formative stage that a healthy dynamic takes over – and the “content marketing mindset” inspires companies to: