THE CONTROVERSIAL TRUTH ABOUT B2B MARKETING From a decade of marketing in technology, digital media and entertainment companies JOERGEN AABOE CEO & Co-Founder, Ylixr | Eternal Marketing Advocate
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THE CONTROVERSIAL TRUTH ABOUT B2B MARKETING
From a decade of marketing in technology,
digital media and entertainment companies
JOERGEN AABOE
CEO & Co-Founder, Ylixr | Eternal Marketing Advocate
HOW DO YOU CAPTURE THE
ATTENTION OF YOUR AUDIENCE?
First of all…
All marketers now face the same challenge:
GOOD LUCK DRIVING ROI WITHOUT ATTENTION
CONTENT
CONTENTCONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENTCONTENT
CONTENTCONTENT
CONTENT CONTENT
CONTENT
CONTENT
MOST MARKETERS AGREE
—
CONTENT IS THE SOLUTION
BECAUSE PROVIDING VALUE IS A FAR
BETTER WAY TO GET ATTENTION
THAN BEING INTERRUPTIVE
I’m pretty sure Seth Godin
already said this back in 2008:
“CONTENT MARKETING IS
THE ONLY MARKETING LEFT”
SO WHAT EXACTLY IS
CONTENT MARKETING
RIGHT NOW?
OR: What is good content marketing?
WHAT IS GOOD CONTENT?
WHAT SHOULD THE FOCUS BE?
WHAT IS REQUIRED FOR SUCCESS?
THIS IS WHERE THE
DISAGREEMENT STARTS
…about the approaches to content marketing
Have you read this?
GIVE, GIVE, GIVE,
THEN ASK
Translation:
Because after attention you need trust
Marketing is increasingly
becoming a game of delivering
value in exchange for attention
— all in an effort to establish trust
WHICH IS WHY ANYTHING SELF-SERVING NEVER WORKS
ASK YOURSELF: What does our content really look like?
THE SWEET SPOT IS THE INTERSECTION OF
WHAT YOUR AUDIENCE CARES ABOUT
AND YOUR POV
…not your product
When it comes to content…
THE ULTIMATE GOAL OF B2B CONTENT
MARKETING IS TO GET YOUR AUDIENCE
TO ADOPT YOUR VIEW OF THE WORLD
THE GOAL
IS NOT
TO SELL WITH EVERY SINGLE PIECE OF CONTENT
…because your pitch does not provide value
To be clear…
SO WHAT’S THE
ROI ON GIVING?
(See the irony in that question?)
ARE WE REALLY SUPPOSED TO DELIVER
ROI IN A QUANTIFIABLE WAY
FOR EVERY SINGLE MARKETING EFFORT?
The pendulum swung too far…
INSERTING YOUR “SPIEL” INTO EVERY
CONTENT PIECE IN AN EFFORT TO SELL
DOES NOT DELIVER THE DESIRED RESULT
The truth is:
KPIs > ROI Find the KPIs that your marketing tactics can actually map to
IN THE SHORT RUN
ROI TRUST ATTENTION VALUE
Invest in the marketing programs that deliver value to your audience
IN THE LONG RUN
JOERGEN AABOE
CEO & Co-Founder, Ylixr Eternal Marketing Advocate
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marketer — or maybe their boss
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