By Ardath Albee. One of the biggest issues in content marketing is determining what you should write about. In fact, the development of engaging content is one of the top challenges reported by B2B marketers. I recently wrote a blog post about why writing is a critical skill for B2B marketers, but being a great writer won’t help if you don’t know how to develop content that will catch and keep your prospect’s attention.
One of the things marketers learn when they choose to deploy a marketing automation system is that it takes a lot of content to fuel the engine. This means you need to shift how you think about content development in order to generate the right kind of fuel without overwhelming limited marketing resources.
First – disabuse yourself of these notions:
• Content is defined by big, heavy-production pieces such as white papers.
• Marketing content must focus on your company and products.
• Calls to action in marketing content must be sales offers.
Instead, consider the following:
This content was curated for you by a digital content curator. Before you go be sure to watch the complimentary video they selected about the most interesting man in the world. How is this for content marketing?
Content Curator Bio – Tom George is the founder and CEO of Internet Billboards. Tom is an innovative thinker, a branding strategist, and a futurist. Tom is usually way ahead of the Internet trends and best practices curve. A passionate leader, he enjoys being a digital curator and curating the Internet for great content to share.
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