As a member of the Forbes Agency Council, I have the chance each month to contribute to marketing-related “panel” articles at Forbes.com. This blog post is part of a continuing series featuring a few of my responses to questions asked by Forbes editors. The theme: Content Creation.
Question: Your business just received a prestigious award or investment. Based on your experience, what’s the most beneficial way to publicize the achievement?
Answer: When touting an award, a certification or any other honor, let your audience know why it's important to them. Explain how your win reinforces the claims you make about your product or service. Tell them how it provides a third-party perspective on why they should buy from you. Consumers want solid evidence that they're making good purchasing decisions. Awards can serve as helpful clues.
Question: B2B podcasts can be great for marketing and outreach, but they require a different touch than other podcast types. What's one must-do (or must-not-do) tip when starting a B2B podcast?
Answer: A B2B audience is listening for insight that will give them an edge or make them better at their jobs. So, deliver concise content in a format that promotes easy takeaways. That might include quick audio bullet points that re-state key ideas. And don't be afraid to edit to delete any fluff. Your B2B podcast should respect your audience's time and be worthy of their investment.
Question: Fearful of alienating or losing customers, some businesses may shy away from addressing "controversial" topics in their content - from current events to developments in their industry that haven't originated with them. But content that's not strictly focused on the positives and selling points of their products can establish thought leadership and authenticity. What's one "taboo" topic businesses should cover in their content, and why?
Answer: No one expects perfection from companies. So, it's okay to admit when you've screwed up, especially when you show the lessons you've learned from your mistakes and how your customers will benefit from your continuing education and transparency. When you're willing to admit to failures and then show the positivity that results, you'll also humanize your brand and present yourself in a way that people can relate to.
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