Content Marketing has been a buzzword over the last few years, but is it really a recent concept?
Here’s a B2B case study we think you’ll find interesting.
The sales and marketing manager of a UK division of a US company needed to generate leads for the sales of a tech product. He prepared a guide to the subject matter in hand, publicised it and offered it in exchange for basic contact information which was then followed up. If prospects weren’t ready to buy then the sales team would keep in touch over time and build a relationship with them using appropriate methods.
Content led inbound marketing if ever there was! Except this was in the late eighties and content marketing wasn’t ‘invented’ then.
So how did it work?
The content was a 15 page booklet on using both linear and interactive video in retail point-of-sale applications, ‘the one place where your customer can act immediately on your message and buy’. Those were the days.
The channels used were the trade media of the day, working with a good PR agency to get it placed. The leads were cards that were mailed or faxed back, or phone calls receive (Inbound Marketing – another ‘recent’ phenomenon). The nurturing was a timely phone call as dictated by previous conversations and supplemented with mailings of the ‘thought you might find this of interest’ type with a relevant magazine or newspaper cutting.
This was content marketing that helped the company generate a large number of leads and turn a good number of those into orders. After all, selling product is what it’s all about, both then and now. It’s the tools that have changed, not the principles. As marketers, we should remember this!