Five content strategies for 2010
Posted: 07 Jan 10 at 15:01Your marketing communications is your sales rep for this year. That's the conclusion of the Eccolo Media 2009 Technology Collateral Survey.
Potential customers are already interacting with your content, and sharing it with colleagues, long before they actually get to talk to your sales teams.
With that in mind, Eccolo has come up with five key content strategies for success:
1. Put together up to three thought-leadership topics that address your customers' pains rather than your products and stick with them
2. Carry out a marketing collateral audit to see what you can re-purpose and what needs to be updated or deleted
3. Make the most out of white papers - a previous blog here mentioned that white papers are about the most popular tool among tech buyers for gaining and sharing information prior to buying
4. Assume that all communications will be consumed digitally, and make your marcom truly interactive, including links to other documents, web pages, video and audio
5. Use video more - Eccolo says it is the collateral type to explore this year for case studies, thought leadership pieces and more
Tags: content strategies, content development, marketing communications, white papers
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