Content for a Successful Message
Digital marketing using emails, newsletters, social media, and videos is an important way to promote your business. Unfortunately, many messages go unread. Usually, it’s because they don’t interest the reader. For example, a sales-type email is usually discarded before it is opened, while an educational message has significantly higher open and read statistics.
Now that you have determined that you would like to use digital marketing to promote your business, what should you say? It’s important to ensure that the message is interesting to your audience.
This article describes the best content for maximizing people’s open rates and message reads.
The topics that engage most with a technical B2B audience (engineering, IT, security, business) are those that help people make a purchase decision, rather than serve as marketing messages.
The topics that answer the following questions have high read and open statistics:
Relevance and specificity outperform broad coverage every time.
Here are examples of the effective articles that have been opened and read the most.
Topics that explain the technology build authority and have high engagement.
For example, articles that describe how the access controller works, explain the important specifications to consider when purchasing an IP Camera, or learning how Power Over Ethernet (PoE) works interest many people looking to understand the technology.
Why it’s helpful: These topics reduce uncertainty and allow the prospect to understand what they are purchasing.
These articles allow the prospect to understand the alternatives. They may compare different technologies or different brands of similar products.
Examples of helpful articles include learning why a biometric door reader is more secure than an RFID card reader, or the difference between cloud-based management software and on-site software. They can also include comparisons of similar products from different vendors. These article topics help the prospect select the right product for their application.
Why it works: This helps them understand the best solution for their needs.
These Articles help the prospect understand how different solutions can integrate with other security systems. It can be very important, because it could enhance their overall security.
Examples of articles include integrating access control and IP camera systems or adding intercoms to a door access system.
Why they work: Integration complexity creates uncertainty; education removes it.
These articles are very practical and are often shared internally. They help the prospect understand how specific technologies are implemented.
Examples of articles include Common Wiring Mistakes in IP Door Access Systems, Door Hardware Power Requirements Explained, and Outdoor Camera Placement Strategies. An article explaining how installing an all-in-one door reader controller can reduce installation costs can be very helpful.
Why they work: They prevent costly implementation errors and provide guidance on the total system costs
Many prospects are interested in justifying the need for the new security system. They may have to convince their management of the value and return on investment (ROI) that occurs from the purchase.
Examples of articles with high open rates include: What Really Drives Access Control System Cost, Hidden Costs in Cloud-Based Security Systems, Total Cost of Ownership: Enterprise vs Basic Systems, When DIY Installation Makes Sense, and When It Doesn’t
Why they work: Budget anxiety drives research. The person selecting the solution uses these articles to justify the purchase to their management.
Introducing new technology can be challenging because it brings unfamiliar concepts to market. New products are not found via Google search; they are usually introduced through in-person sales, at conferences, and individual sales calls. This process can be expensive. Alternatively, digital marketing can be used to introduce new technology. The articles need to provide enough information to convince the organization that the solution is viable and meets their objectives.
Examples of articles include: AI in Video Surveillance, What Actually Matters, and Are Biometric Systems Ready for Mainstream Use? And The Future of Mobile Credentials
Why they work: New technology can be very exciting, but it is sometimes misunderstood. It’s important that prospects understand the value of the new products. Buyers want clarity, not buzzwords.
Educational emails, newsletters, and videos are a powerful way to increase interest and confidence in products. They must be designed to help the prospect make an educated decision about a new purchase.
If you would like to learn more about Educational Content Marketing and how it can increase sales, don’t hesitate to get in touch with Kintronics Media at 914-944-3425, send an Email to Dennis @kintronics.com, or use our contact form.