Content marketing vs. vanity of the new

“We tried that once, but it didn’t work,” can be a typical excuse for not doing something right. Everything has pitfalls if you don’t do it right! In many ways, social media and website content has taken over much of what was previously generically labelled as Public Relations.

But the same rules apply, the content still has to be educational, informative, relevant, and authoritative. It still has to be attacked with the same rigor, rather than pursued out of vanity for what’s new.

Furthermore, not all influencers are influencing, particularly in a B2B environment.

Many prospects simply don’t have the time or inclination to trawl social media to find something relevant to their needs. Often, they have to be engaged in other ways. Particularly if they aren’t even aware that an innovative product exists with unforeseen benefits. In other words, they haven’t realised they need it yet.

If there is a foreseen need, in B2B circumstances, a prospective customer is likely to put the question to Google. So, it’s the website with the original and informed content which may provide the answer.