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Mar. 1, 2007

Today's B2B media revolution is surpassing new levels almost every day.

Companies and trading partners all over the world now have more flexibility over which ultimate marketing message they need to communicate, making it harder for them to make sure potential customers receive their advertising in the way it was intended.

As a direct result, senior B2B advertisers are getting business people's attention with branded content delivered through a blend of traditional and less traditional marketing channels.

The delicate job of accurately testing and implementing new and unproven marketing concepts isn't always easy. For many years and with varying degrees of success, marketers in the B2B segment have integrated their advertising, public relations, direct mail promotions and other selling techniques into a single strategy.

What is truly innovative for them is the integration of branded content into the marketing mix.

When trying to accurately define branded content, many players in today's competitive B2B segment still aren't 100 percent sure how it needs to be done in order to get positive results.

Some define branded content as editorial content that lets B2B marketers provide compelling, customized, educational-based content in a way that influences the audience's perception of that particular brand.

In fact, many will tell you it's the basis for custom publishing across many mediums.

Branded content helps deliver credible, objective editorial content that appeals directly to your audience's business interests and concerns, while at the same time it will help build your brand image.

In today's B2B environment, branded content is rapidly becoming one of the most effective ways to drive customer loyalty and brand awareness, while dynamically creating new and rewarding opportunities.

More and more, B2B marketers must continue to leverage all possible methods of reaching out to their potential customers. Should marketers abandon their traditional advertising, direct marketing or sales promotion efforts? No!

But should they ignore the current trend towards integrating a branded content strategy that makes use of traditional marketing techniques, as well as some of the newest media technology to deliver valuable content? No again!

For the past five to six years, B2B customers have been able to recognize a marketing program or a typical sales pitch. The difference today is that they have the ability to remove you from the equation.

Today's B2B trading partners no longer are willing to look at your ads or open your sales promotion materials unless there is a clear benefit that it will directly reward them almost immediately.

Branded content, such as a custom magazine, webcast, eBook, newsletter or online video is allowing B2B marketers to wrap their specific messages around content that the customer is already interested in reviewing.

At that point in time, the customer is willing to receive and welcome your marketing message.

Overall, B2B customers in particular are very selective about how, when and where they get their information.

While traditional marketing avenues still are important methods of delivering your message, newer generations of buyers are becoming more and more familiar with getting their information in various other ways.

Welcome the Google generation! They watch online videos, attend web casts, pod casts and use Google to search for information; even information pertaining to their own jobs.

They want/need to be in control of the method by which they get their information. They now can choose which of these mediums they trust as a valued source of information to help them do their jobs faster, easier and better.

B2B marketers can no longer look at nontraditional delivery methods as something only the B2C (business-to-consumer) market should consider.

In the past few years alone, B2B marketing has drastically changed its course from traditional campaigns of direct mail promotions, a few trade publication ads and booths at key industry trade shows.

In 2007 and into the future, B2B marketers must embrace the concept of developing an efficient strategy using branded content, delivered via several different modes of communication, to effectively reach their intended audience.

When done correctly, a branded content strategy integrated into a strong marketing plan will foster strong and cemented relationships with new customers and greatly enhance existing relationships with current customers.

In the end, B2B marketers that successfully and consistently integrate branded content are the ones who will strengthen relationships with their customers and build brand loyalty. The choice is theirs.

Take action today or watch your competitors do it for you!

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Source: B2B News Britain