Content Delivery Should be at the Forefront of B2B Marketing Strategy, Expert Says

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If You Market Podcast hosts, Sky Cassidy, and cohost Karla Jo Helms, interview content delivery expert, Laura Hall on how businesses can cut through the noise with content that has impact. The podcast encourages businesses to give their customers real value with content that aims to consult—not just sell and how to make sure you get the maximum exposure for your content.

If You Market Podcast | Laura Hall Photo

Laura Hall, Senior Manager of Marketing Communications at SalesLoft, explains the importance of content marketing and delivery in relation to a brand's strategy.

“So, it's either going to open their head and their heart to pay attention to what you're saying and care that your company, brand, or product exists—or it won't.”

As many as 63% of businesses do not have an actual content strategy.(1) However, according to Laura Hall, content marketing is the most important part of a marketing strategy. “It's at the center of the connection you have between your brand and your customer or your prospects,” said Laura Hall, Senior Manager of Marketing Communications at SalesLoft in the latest B2B If You Market Podcast. “So, it's either going to open their head and their heart to pay attention to what you're saying and care that your company, brand, or product exists—or it won't.” Hall provided tools for Business-to-Business brands to create content that will drive sales on Episode 39 of the If You Market podcast “Content Delivery, with Laura Hall,” hosted by MountainTop Data CEO Sky Cassidy and JOTO PR CEO Karla Jo Helms.(2)

The expansion of potential platforms for content has been on a steady rise. American adults spend more than 11 hours per day watching, reading, listening to or simply interacting with media, according to a study by market-research group Nielsen.(3) When consuming content, 98% of consumers use more than one device over the course of a given day.(4) Hall explained that because of this, it’s important for businesses to be in more than one place when it comes to content delivery.

Hall identified a method of creation in which a large body of content is created and then broken down into several individual pieces of content to be distributed on varied platforms. After developing something like an eBook or research paper, Hall would then transform the large block of content into blog posts, quote images to be posted on social media or even LinkedIn videos. Helms noted that this kind of repurposing can help a business to reinforce one consistent message for many kinds of people to understand.

While the hosts explained the importance in quality content marketing, they also agreed on the need for purposeful posting. Hall explained that it can be impossible to produce content for every platform imaginable. “That’s part of the strategy—finding out where you really need to be and who you really need to be seen by,” Cassidy said.

Hall’s 5 Tips for Creating a Content Marketing Campaign

1.    Thoroughly plan out your content with a firm inspiration

2.    Be consistent in putting out content

3.    Reinforce company values and identity in every post

4.    Be strategic about what channels you post to

5.    Repurpose your content

And Hall’s Top 4 Distribution Channels for Content

1.    LinkedIn

2.    Company Blogs

3.    Social Media Influencers

4.    Newsletters

While Hall noted that newsletters can seem slightly old-fashioned, email lists are the one list a business truly owns. “Facebook, LinkedIn—they could all disappear tomorrow, but you will always have this list of email addresses,” said Hall. She added that there is value in getting customers to sign up for a list and creating expectation and excitement for weekly emails. Cassidy explained that newsletters are a great first step for marketing. “It's a top of the funnel marketing area. You're not selling people in your newsletter. You're giving out information content on the top of the funnel marketing side.”

As channels for distribution and content marketing opportunities expand, it is important for businesses to harness the potential to gain a wider audience. By mastering content marketing, businesses can increase their reach in a sales environment that understands the need to educate the customer without imparting old-school sales methods. To listen to the podcast episode on Content Delivery with Laura Hall, visit http://ifyoumarkettheywillcome.com/2019/02/26/39_content_delivery_laura_hall/?PRS

The If You Market podcast is a 45-minute conversation about B2B marketing—new trends, best practices and established tried-and-true. Each episode features a conversation with one expert guest discussing topics like: content marketing, account-based marketing, social media, marketing automation, PR, etc.

The podcast airs on iTunes, Stitcher, Google Play and TuneIn Radio.

About Laura Hall
Laura Hall is the Senior Manager of Marketing Communications and Content at SalesLoft. She spent the first half of her career in sales before moving into sales effectiveness consulting and finally, marketing strategy. Laura holds an MBA from the Georgia Institute of Technology and a “retiree” jacket from Atlanta’s roller derby league.

About the If you Market They Will Come Podcast
Meet If You Market podcast host, Sky Cassidy—a problem solver and B2B marketer. And his co-host, disruptive PR evangelist Karla Jo Helms. Together they talk with industry experts to analyze B2B marketing tactics with a measure of public relations crisis management.

Sky Cassidy is also the CEO of MountainTop Data. MountainTop Data, based in Los Angeles, CA, provides data services and targeted lists for B2B marketing. Karla Jo Helms is the CEO and Anti-PR Strategist of PR agency, JOTO PR DisruptorsTM, based in Tampa, FL. Visit them via http://ifyoumarkettheywillcome.com/category/if-you-market-podcast/?PRS

1.    Bullock, Lilach. “2019 Content Marketing Strategy: Here are 5 Content Marketing Strategies You Can’t Ignore This Year,” Forbes, January 30, 2019.
2.    and 4. Cassidy, Sky. “Content Delivery, with Laura Hall,” If You Market podcast; February 26, 2019.
3.    Fottrell, Quentin. “People spend most of their waking hours staring at screens,” MarketWatch, August 4, 2018

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