Two ways to generate content for your marketing material

Whatever your business, marketing materials are an important tool in speaking to your target market about your company.  Your target market needs to know who you are, what business you are in, what you offer and how your offerings differ from that of your competitors.  Another critical reason why businesses need marketing material is that things change, businesses expand and new trends emerge.  Again, customers as well as prospects will require this information to assist in their buying process.

Marketing materials are defined as the printed pieces such as brochures, letterheads and business cards that entrepreneurs use to market their business.  Other types of marketing materials include flyers, printed advertisements, banners, catalogs, newsletters, product sheets, presentation folders, specification sheets, application sheets, special event brochures, annual reports, manuals, technical bulletins, posters, product insert sheets, labeling and recruitment materials.

Image courtesy of www.downloadnulled.xyz

The following are two ways that your business can generate content for your marketing materials:

1.     Make content easy to digest and engaging: Ensure that your content easy to digest.  Just as the Business 2 Business (B2B) buying process has changed, so has the ways that customers interact with your company’s content and in a world where so much content about so many different products exists, you are lucky if they look at your content.  Make it engaging; which means it must be short, sweet and to the point.  Visual content is also a great way to get your audience’s attention in a quick and engaging way.

2.       Make content valuable, not self-promotional: The number one rule of thumb when creating content is that, it is less about you and more about the customer.  Your target audience’s interests must come first.   Generally, people understand that if they are reading a vendor-sponsored or vendor-written resource, the material probably alludes to what the vendor’s product or service can do, but content which provides useful information to the customer will also go a long way in extending the life span of your marketing material.

The information used for your marketing material does not necessarily have to be new or profound; however it must take an uncommon angle to ensure differentiation.    Ultimately, your ideal marketing content will address gaps in existing content, your audience’s interests, and your interests as a business.