Creating and distributing content
Posted: 01 Feb 10 at 14:50Distribution of high-quality content have been key to the success of BreakingPoint Systems’ prospecting campaign, according to an interview with the company’s VP of marketing, Pam O’Neal, published by Marketing Sherpa (and available free to read until early Feb).
The company has successfully combined traditional marketing methods, such as trade shows and targeted email marketing, with a strong push into social marketing.
O’Neal points out that B2B buyers are looking for educational content specific to their roles and industries.
She explains that the company’s marketing team work with in-house subject matter experts to develop content, including blog posts, white papers, videos and how-to guides.
This content is both pushed out through social media, and re-purposed. A blog post can be re-packaged as a press release, for example.
All content is pushed out across as many channels as possible, including email, Twitter, Rss, Flickr, YouTube, MarketWire and Pitchengine.
Then it’s published to an even wider audience through the use of content aggregators, such as search engines and social bookmarking sites, including Reddit, StumbleUpon, Digg and LinkedIn. Shareable buttons everywhere are important, says O’Neal.
In the case of BreakingPoint, all the social media efforts point back to the company blog, which O’Neal sees as the face of the business. It can be updated regularly, made relevant to visitors, and written for SEO as well as visitors.
Content and blogs are just two of O’Neal’s eight essentials for using social media and email for prospecting. The others include:
- sales and marketing alignment
- social monitoring
- prospecting tools
- company social network presence
- a ready, willing and enabled sales team
- email drip marketing
- Find out more about re-purposing content on the Wrightwell blog.
- Read how white papers are being used by B2B technology customers long before the sales cycle begins.
- See what other businesses are planning for email marketing in 2010.
- Discover how Wrightwell can help you develop your content for emails, blogs, white papers and more.
Tags: social media marketing, blog posts, content creation, content distribution, marketingsherpa, BreakingPoint Systems
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