Public Relations & Social Marketing Insight

We’ve learned by now that B2B marketing often involves targeting a market-savvy and knowledgeable audience. However, usually the selling business is full of knowledgeable experts as well, and quite often they rely on their experience and instinct to make marketing decisions “on a whim.” While there is no denying that industry experience is a powerful resource, B2B companies that rely on instinct rather than data run the risk of generating ineffective or even damaging, marketing strategies and campaigns.

Remember the difference between B2B and B2C consumer buying habits. Do B2B consumers generally make purchases on a whim? Most likely no. Therefore, should your marketing be done on a whim?

Here are some examples of how to conduct data driven marketing and apply it to your marketing strategy.....

Brief-writing is the unsung art of content marketing. Get it right and you dramatically increase your chances of hitting a home run. Get it wrong and you’re more likely to win the lottery (it’s possible but don’t hold your breath).

And since most marketers aren’t the ones actually writing or designing or producing the content in their editorial calendars, the brief is the most important place to exert leverage and make an impact on the final product. It all starts here.

So what goes into a great content brief? The usual stuff plus six critical extras you don’t see in many briefs....