Generate Quality Content With Expert Commentary

Generate Quality Content With Expert Commentary

Posted on 14. Mar, 2011 by Tony Wanless in B2B Marketing, Content, expertise marketing

A great way to generate quality and reusable content is to become an expert for the media.

Most content used in B2B marketing is of the run of the mill variety –blogs, tweets, etc. This is not to say that they’re bad. But they’re rarely very deep and so only get you a brief glance from many of those receivers you want to reach.

To get a second look, you need deeper, more relevant content. This is usually done via content like ebooks, seminars, and webinars. All position you in your market as an expert on a specific subject.

However, for true expertise marketing, there is no better content than cogent analysis of an issue that’s validated by a third party. Not only does it bolster your overall branding as an expert, it will also provide fodder for your B2B content marketing compaign.

For example, I recently provided an analysis in my hometown of Vancouver — my initial marketplace —  on an announcement by the large Canadian telco Telus that it was redeveloping an entire city block into a showcase high-tech headquarters.

The Canadian national broadcaster, CBC, asked me what it all meant. Why would they do this, they asked.

You can hear the results here.

My take on it was that it had deep meaning for several industries and aspects of the Vancouver technology scene.

Like many other telcos, Telus is battling a clutch of competitors to be the front runner in the upcoming digital expansion, and I pointed out that this project positioned them to be the leader for the growing universe of digital developers in the Vancouver area — the cement that would hold the various parts of the industry together.

Now, I am hardly suited to radio — I have a soft voice and do not sound at all like those jocks you listen to on the radio. Don’t even ask about television: I think I look dreadful.

But that doesn’t really matter because I know how to give a quick analysis that exposes hidden aspects of an event. And I’m willing to provide it when someone calls.

You can too. Don’t worry about being nervous. After a couple of times, you’ll get comfortable with it. The main point is to provide some expert commentary that’s beyond the ordinary or the safe.

Go ahead, take a chance. Offer yourself up for expert analysis to your local radio, television or print media. Then keep a copy for your B2B marketing and post it on your website or blog.

At first you may not get much air time. But the media always needs  more content. If you are reliable, provocative, and …. above all, intelligent,  they’ll call on you more often. Just be sure to be neutral. Don’t sell, just analyse.

Before you know it, you’ll become known as the go-to expert in your particular field.

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