Content Marketing Assets: A Primer

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Content marketing was created for companies rooted in science, medicine, technology, humanities and the arts. These are products and services that can’t be encapsulated in a jingle or slogan. Companies rooted in the adventures of the intellect and imagination have to be explained. It’s an education for customers, potential customers, future employees and possible partners.

Content marketing champions the informed consumer, the educated employee and the engaged community.

It’s a method you need to leverage. It’s good to have articles and documentation like this on file, even if you aren’t running a specific campaign, to re-purpose for any business event. Here are some of the tools content marketers use to achieve marketing and educational objectives:

Success Stories

These are celebrations of accomplishments. These articles sharing the origins surrounding how your business came to be, your history and your transformations leading to now. Product launches are also captured in pieces like this.

Professional Profiles

Appointments, promotions and partnership announcements are occasions designed to share these stories of expertise and experience. Profiles are opportunities to show your people are reliable colleagues and representatives.

Knowledge Translation

Complex scientific discoveries, technological innovations, and medical and pharmaceutical research are calls to educate the public about their options for leading better lives. The art of knowledge translation assumes nothing is beyond understanding.

Thought Leadership

When you can leverage your professional experience and provide guidance to the broader community on issues of the day, it’s time to place these articles in the editorial pages of your community and industry news outlets.

Grant Writing

Projects motivated by research into the needs of your country, city or area are often funded by government or foundation grants. Understanding the application procedures and requirements is central to articulating what you want to do and how.

White Papers & Case Studies

Best practices, analyses and descriptions about how to navigate legislative landscapes are all journeys best recounted in the flexible formats of case studies and white papers. Showing others where you and your clients have been, and how you arrived at your destination is an honest and transparent means of showing potential partners and customers how you can help them.

Deep Dive Research Reports

Legislation, regulation and compliance issues are not necessarily barriers to doing business, but they are elements that demand preparation and prevent unwelcome surprises. Research that includes a literature review, interviews with subject matter experts and bodies that regulate your industry can all help you position your business as one that does all the heavy lifting for its clients.

Client Education

The ongoing work of product or service implementation requires educational supports for your client base. Manuals, operating guides and set up instructions enable your clients to build independence and develop confidence in your products and services.

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Kate Baggott

Kate Baggott

Kate Baggott is a former Managing Editor of B2BNN. Her technology and business journalism has appeared in the Technology Review, the Globe and Mail, Canada Computes, the Vancouver Sun and the Bay Street Bull. She is the author of the short story collections Love from Planet Wine Cooler and Dry Stories. Find links to recent articles by following her on LinkedIn