As a B2B lead generation tool, it’s hard to beat the value of content marketing. As companies put more of their marketing dollars in this type of content creation, a few smart cookies are creating printed content marketing vehicles to leverage that content and build staying power.
The mantra behind good content marketing is to create relevant and useful content for your industry – content that will engage prospects and gain the notice of the search engines, both of which helps position your organization as a thought leader and a solutions provider.
The problem with most content marketing pieces is that they are digital, which means that are quick to be consumed and just as quick to be lost in the shuffle. How many times have you opened a few different blog posts then gotten distracted by more pressing work? You come back to them eventually, but by then you’re probably going to give them a glance at best before closing the tabs.
Some enterprising companies are turning their marketing content into printed catalogs, a move that not only extends the useful life of the content, but backs it with the powerful impact of printed materials.
Printed product catalogs are a natural fit for this approach. Layered in among the product descriptions you can include case studies, user testimonials, articles on product development and any other editorial ideas that bring those products to life.
The idea especially resonates with niche or specialty products, where the highly targeted end user craves information around ideas that fire their passion.
Combining the staying power of print with the engagement opportunities in content marketing – now that’s an idea worth trying.