Many of you know me for being a wireless analyst having witnessed the rise and fall of WiMAX and other exciting technologies. I believe Wi-Fi is the next great opportunity poised for innovation and disruption. I am also passionate about marketing, and Wi-Fi is certainly a technology that is successfully enabling localized and contextual marketing at an unprecedented level. I am also excited to work with Claus and the Maravedis-Rethink team who have more than 12 years of experience providing 1st class research and content marketing in the wireless industry and applying it to Wi-Fi.
Today customers are more empowered than ever. They collect about 80% of the information they need from various sources before they contact a company about their products and services, especially in the B2B environment. While the idea of content marketing is now a recognized industry term, most companies have no solid guidelines to do it properly. Too often they fall in the tendency to talk about them and their products. The reality is that your customers and prospects don’t care about you or your products. They care about themselves, their wants, and their needs. Content marketing is about creating interesting and valuable information for your customers so they actually pay attention to you. That is why major companies like Redbull or Coca Cola are increasingly becoming publishers.
According to the Content Marketing Institute, “Content marketing is the marketing and business process of creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience- with the objective of driving profitable customer action.”
However many among those organizations that understand the principles and need for producing valuable content, lack a proper content strategy and the long term commitment to make it work. Too often, organizations sponsor a webinar or a white paper with no defined goals or strategy and hope to achieve miracles. It simply does not work.
Source: Content Marketing Institute
In the coming weeks, we will be sharing with you best practices and help you understand what compelling content is, that is content that informs, engages, or amuses, with the objective of driving profitable customer action. Create, engage, and measure are the three principles guiding our initiatives to help the Wi-Fi community better market themselves. As we will explore in future issues, content marketing is a long term process which requires a long term vision and a lot of dedication. It must not be seen as a traditional campaign where a white paper has to produce a certain number of leads. One can only measure the impact of content marketing over the long haul.
I look forward to engaging with you along with the team to share the passion for marketing and technology with you!