Why your content doesn’t stand out — Joe Kingsbury // Edelman

Edelman’s Managing Director of Business Marketing, Joe Kingsbury continues discussions on what one of the world’s leading communications agencies thinks about marketing. Recently, brands have doubled their online content marketing efforts. But many are finding it difficult to break through the noise. Joe speaks on why your thought leadership content does not stand out.

Show Notes

  • 02:40
    Why the content doesnt work
    Some companies dont spend the time to get to know their target audience. Thus reducing the ability to create thought leadership content that meets that audiences needs.
  • 04:11
    Why companies should build thought leadership
    Staying in dialogue with the target audience lets companies tap into what matters most to them at any given time. This is integral for future success.
  • 06:10
    How volume affects content strategy success
    Companies strive to offer valuable points of views to their target audience. Volume helps companies to build relationships with an audience over time.
  • 09:33
    Making sure content hits the right mark
    Buyers want original, less formal content. They prefer connecting with personalities rather than faceless brands. Companies investing in generating smart content show strong performance.

Quotes

  • "When companies skip that hard part, they publish content that's focused on opinion. They haven't tested whether the target audience will truly find value." - Joe Kingsbury, Managing Director, Business Marketing, Edelman

  • "Volume certainly plays a role in building a relationship with an audience over time to help them see the world the way you do." - Joe Kingsbury, Managing Director, Business Marketing, Edelman

  • "When people start to listen to you, you're building 3 key factors related to awareness; know, like, and trust." - Benjamin Shapiro, Host, MarTech podcast

  • "If you're producing garbage, there's no point in people consuming your content. But if you can help them get information or just use their brains, that helps you get into the consideration phase." - Benjamin Shapiro, Host, MarTech podcast

  • "47% of buyers said that the thought leadership content they're seeing doesn't seem to be created with their specific needs in mind." - Joe Kingsbury, Managing Director, Business Marketing, Edelman

  • "In terms of the kinds of content, there's no one size fits all. B2B buyers want a more human tone of voice in the content they're seeing." - Joe Kingsbury, Managing Director, Business Marketing, Edelman

  • "Buyers tend to prefer connecting with a personality, whether that's an executive or a subject matter expert within the company, more so than the faceless brand." - Joe Kingsbury, Managing Director, Business Marketing, Edelman

  • "If you're only focused on selling or describing a product, typically buyers are going to see through that very easily." - Joe Kingsbury, Managing Director, Business Marketing, Edelman

  • "Companies that take the time to invest in the planning and generation of smart content that is original certainly outperform." - Joe Kingsbury, Managing Director, Business Marketing, Edelman

  • "Content marketing is more on the artistic side of marketing, there's always a blend of art and science." - Benjamin Shapiro, Host, MarTech podcast

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