Why Product-Based Content is King and Where it Reigns Supreme

While marketing trends come and go, it has consistently been proved that B2B companies become more successful marketers when they focus on improving and expanding their content marketing strategy. A particularly effective trend within the content marketing field is the move towards strategic product-based content, which combines product promotions with industry happenings or buyer concerns in a way that is inherently aligned with the inbound marketing method. Product-based content allows you to communicate essential aspects of your product to prospective buyers through the digital channels where you are most likely to reach them, while also addressing other topics so as not to overwhelm the reader with product information.

1. EMAIL MARKETING CAMPAIGNS

Email is arguably one of the best places for a B2B company to consolidate the most compelling facts and figures of its product. If you have previously generated leads through an email list, it's likely that you'll be able to capture the attention of at least a portion of your recipients again. However, email isn’t the place to use hard-sell tactics. It’s better to incorporate stories and testimonies that illustrate particular problems that your products have solved. Highlight some of the impressive features of your product that were instrumental in solving those problems.

These emails should be short and easy to follow, but full of key points and vital information. You'll find this works especially well for buyers who use mobile devices often. An engaging and informative email that integrates product content may help speed up your buyers' decision-making process.

2. PR CHANNELS

You should incorporate at least a minimum level of your product content within thePR-focused areas of your business.  PR is the branch of your business that is primarily responsible for establishing trust with your prospective clients, and is thus a valuable outlet for your product content as well. Yes, email and social media count as PR channels, but don’t be hesitant about in-person public relation efforts. These can have a significant impact on establishing public perception surrounding your product and your company image.

Video conferencing and even face-to-face meetings, are also highly effective tools in terms of both PR and product promotion and come complete with a personal touch. Use these opportunities to showcase your product visually and demonstrate its features in action. Integrate your product content with dynamic illustrations, charts, and graphs that demonstrate the real statistics of how and why your product works better than the alternative. However, avoid pitching a direct product sell. Make sure that your combined product content and PR efforts align with the inbound methodology, which will allow you to seamlessly transition between PR and product-based content marketing.

PR as a field is continuing to expand and overlap with marketing as new platforms continue to emerge. Think beyond email and social media and find creative ways to incorporate product content that also establishes trust.

3. SLIDESHARE

Hosting services like SlideShare represent an optimal intersection for integrating product content with digital marketing. You'll find numerous blogs touting SlideShare as an ideal place for B2B businesses to test out different marketing techniques and encourage further discussion.

SlideShare has improved immensely over the last decade. It now allows you to share your product-based content on social media easily and at no cost, and it conforms particularly well to mobile devices. Upload videos and slideshows that incorporate compelling and entertaining product content.

Your clients are informed decision makers, and they aren’t going to make an investment in your product until they have all the facts. Make those facts easily available to them—they won't go out of their way to search for them. Integrating your product content into your various marketing campaigns makes it easy for prospective buyers to get the information they need. Through email marketing, PR channels, and services like SlideShare, you can establish trust with your prospective buyers and communicate to them what makes your product unique.