I am often asked by business-to-business marketers about the attributes that provide the foundation for successful content marketing and demand generation program. There are three primary “must haves,” which include:
- Industry segment or technical area that is timely and of interest among key audiences (i.e. customers, prospects, partners, market influencers, etc.);
- Recognized and established brand as a program sponsor to lend credibility; and
- Commitment to thought leadership in editorial strategy and development, rather than promotional or marketing speak.
Here is a recent example: Connected Aviation Today, introduced by Rockwell Collins. Take a few moments to review the site, check out the user interface and evaluate the editorial strategy. Message me here on this blog or via Twitter @StrategicGuy with your thoughts.