#12: Why B2B Content Marketing Isn't Necessarily All Digital
The MessageUp Newsletter | Edition 12
Hello there!
The dog days of summer are upon us, vacations are happening, and many B2B companies are experiencing the seasonal slow-down that happens when their target buyers are OOO. It’s a great time for some strategic thinking!
One question that we’re encountering in many circles is whether in-person events will ever return to the glory days when they were THE place for B2B companies to attract and engage new prospects.
Our founder, Matt, wrote about the prospects for in-person business events back in March, concluding that they probably won’t return to their former glory because the need they served has been fundamentally changed by the rise of online learning and conferencing technologies.
However, that doesn’t mean they’ve gone away completely. Traditional marketing channels—including tradeshows, print media, and direct mail—can still be great ways of reaching certain types of buyer.
In this week’s blog post, we examine five reasons why you should consider including traditional channels in your B2B content marketing strategy.
We’ve also been reading some fascinating articles about achieving top-of-mind awareness, the psychology of using different colors, what Web 3.0 might mean for B2B content marketing, and the importance of human creativity in the age of machine learning and AI. Scroll down to What We’ve Been Reading to find the links and why we found each piece interesting.
Finally, we’re introducing a new section in this week’s newsletter called One Step. It’s an actionable tip that you can implement to help nudge your content marketing in the right direction. Hopefully you will find these nuggets helpful and see them add up to significant progress as you take one step each week toward realizing your content marketing goals.
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~ Team MessageUp
Our Latest Posts on the Framework Blog
July 27, 2022 - 5 Reasons to Include Traditional Channels in Your B2B Content Marketing Strategy
July 20, 2022 - Is Your B2B Content a One Night Stand or the Start or Forever?
What We’ve Been Reading
Here are some articles we’ve been reading this week that you might enjoy and find helpful:
How to Achieve Top of Mind Awareness (TOMA) with Content Marketing
Dominic Tortorice at Brafton explores the meaning and power of top-of-mind awareness and how to achieve it with branding and content marketing.
10 Color Meanings: The Psychology of Using Different Colors
Along with fonts and images, color is one of the most powerful tools in your branding toolbox. Nikiya Palombi provides some excellent and thought-provoking examples in this piece written for the Webflow blog. Read it before picking your next color palette.
Web 3.0 and Digital CX - Next Steps for B2B Marketers
Rather than getting bogged down in what Web 3.0 might or might not become, Chitra Iyer at CMS Wire asks what it might mean for B2B marketing and what the right questions are we should be asking.
How to be Creative in No Ways that AI Can
Jason Miller at Tyk wrote this piece as an intro to his session at the Ignite marketing conference that took place on July 6th, but it hits on the importance of creativity in an age when many other human advantages are being surpassed by machine learning and AI.
One Step…
This week’s actionable step involves figuring out what works. It’s really four sub-steps in one, but who’s counting?! 🙂
Pick a content channel that’s important for your company and analyze the performance data you’ve collected to see which of the pieces you’ve published are working best and why you think that’s so. Then, make a list of “what works” to help inform future content you plan to publish on that channel.
This is a key step in Part E of the MessageUp content marketing framework, Evaluation and Evolution, which helps you optimize your content and adapt to moving goalposts.
Until Next Time
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