As we explain in the recently released BNP eBook, The BNP Media Guide to B2B Custom Media & Content Marketing, the term “content marketing” is associated with everything from SEO to lead generation. But often a company discovers that the best role for content isn’t just in how you market a product, but in how you make content a critical part of the product itself.
Content can make the difference between a product that is viewed as a commodity by a business-to-business customer and the same product that’s viewed as superior. A commodity widget, for example, can surpass its competitor by including better instructions or customer support.
Providing an extensive library of product specification sheets, product manuals and how-to videos in a format that is easy to use on a smartphone can transform a commodity provider into the go-to supplier.
Providing eBooks or white papers that help customers understand and solve challenges and create opportunities can help turn a provider into a thought leader in a competitive industry.
Offering webinars or training events can display how you not only sell pieces and parts, but how you provide solutions and expertise that can lead to success.
Providing content that educates and empowers customers guarantees you’ll have a customer for life.
For more about the power of custom media and content marketing, download the BNP eBook, The BNP Media Guide to B2B Custom Media & Content Marketing