Inbound Marketing: Do You Have A Content Destination?

Michael Brenner on Mar 27, 2012 in Content Marketing

Maldives representing content destinationB2B Marketers have always been doing content marketing. And the reason is simple: the decision making process in B2B is a bit more complicated than buying a pack of gum. There are colleagues to convince, bosses to educate, accountants to please and more.

Because of this we have a history of producing static spec sheets, overview presentations, data sheets, brochures, feature lists, user manuals and . . . zzzzzzzzzz (snore).

To meet the needs of today’s buyers, we need dynamic content destinations that deliver educational, helpful and rewarding experiences to meet the needs of our buyers’ earliest questions.

Dynamic content destinations are needed to develop the kind of two-way dialogues that form the basis of solid relationships. And these relationships will help you gain more customers, more revenue and more effective marketing strategies…

Why You Need a Content Destination

Today’s marketing should identify a content strategy that meets all the information needs of our buyers, in all the places they are looking, at all stages of the buying cycle. Oh, and don’t be boring!

One way to accomplish part of this is to create a destination for your content. A “home base” of dynamic content, social sharing and syndication options that can set your content free!

Deliver Content That Is Helpful

Vendor content in B2B Marketing should go beyond the need to simply explain your product, the strategy behind it and the features and benefits that support it.

Content strategy must start to meet buyer needs the moment they hit the search engines or their social networks looking for education and answers.

Help Your Customers Get To Know, Like And Trust You

By focusing on the needs of our audiences from the earliest stages and not our own promotional objectives, with educational and informative content, we can begin to establish a trusted relationship with our audience over the course of their buyer journey.

And that will lead to more customers, more revenue and better business results from marketing efforts.

Launching A Content Destination 

I don’t normally like to hawk our efforts at SAP for fear of sounding too promotional myself. But today, we launched our own content destination site called Business Innovation from SAP that, as Editor, I am too proud not to mention.

As an example of inbound marketing and content strategy, the site is focused on meeting the information and educational needs of our audience from the earliest buying stages onward.

I”m really proud of the challenges our team faced to get here. But in preparation for the launch, we have already achieved some major milestones: we have identified over 50 contributors, published over 200 articles,  syndicated over 20 author feeds, and there is much more to come.

We’re aspiring to deliver some of the best content in the marketplace, in the way people want to consume it, and we aim to keep readers coming back again and again to learn how innovation can shape the future of their businesses.

Soon, we will be syndicating news articles from highly-recognized and trusted news sources. The site will also serve as the destination landing page for our new “Run Like Never Before” advertising campaign focusing on the importance of innovation in helping organizations to Run Better.

So, I invite you to explore the siteshare the content or let me know if you’d like to contribute. We realize we have not gotten the design exactly right so we’ll be releasing consistent updates in the future to create the best experience possible.

It has been one of the most challenging, rewarding and fun adventures I have taken in a while so thanks for indulging me. Let me know your thoughts (but be kind?!).

Photo Source

Michael Brenner
Michael Brenner
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.
Showing 7 comments
  • Toby Murdock

    Congrats Michael! Looks great!

  • Barry Feldman

    The truth and nothing but. Great to see leaders do just that, lead. It’s also great to see the boss put his foot down on the boredom factor because you can’t bore people into buying stuff, whether it’s enterprise software or simply ideas. I open my “21 Pointers to Sharpen Your Website” making the case that “dull won’t work.” Good luck with the destination and enjoy the journey. Oh yeah, and count me in.

    • Michael Brenner

      Thanks Barry, it really means a lot to hear your support!

  • B2B Marketing

    Thanks, nice post.

    Its true content is king..

  • Stefan Krafft

    Thanks Michael for a great post! I must tell you that I find this site very useful and I have had very much use for it my job recently. Tell me, how many hours do you spend on this blog? Is it you only or is there more people writing?

    Is it a “SAP”-project or is it you that has the initiative and the fact that it spills over on your daily job is more like a bonus. I am curios about those things. Thanks again, you´re doing a great job.

    /Stefan Krafft

    • Michael Brenner

      Hi Stefan,

      Thank you for the comments. I writ 2 posts a week (just me) and that takes me about 1.5 hours. I usually do this at night after the kiddies are asleep…

      It is not an SAP project but I can tell you that SAP, as well as all my previous experience as a “B2B Marketing Insider” help to inspire my writing. It can be a nice therapy for me 😉

      I see “personal branding” efforts of a company’s employees as a business imperative of the future world of business (not just for marketers) but I have already written about that!