WHAT IS BRAND PUBLISHING?
Brand publishing is a marketing strategy designed to deliver informative or educational content to customers rather than pushing or interrupting them with direct sales or promotional messages. It’s born out of recognition that in today’s information-rich world, purchasers prefer to walk themselves through much of the purchasing cycle rather than be led by a salesperson.
What is truly missing in B2B sales is trust between the buyer and the salesperson. This is where brand publishing provides a distinct advantage. At its core, it provides valuable, engaging and helpful information, given for free that creates a kinship and level of trust between your customer, company and brand.
In the water and wastewater industry, utilities are increasingly wary of companies trying to sell them anything new. This often results in companies not buying valuable new products or services because the perceived risk of making a bad decision outweighs the potential gains of making a good one.
Brand Publishing gives manufacturers and service providers the ability to establish a non-threatening trust bond with their customers, creating a rich relationship to be leveraged when the prospect is ready to buy.
To learn more about brand publishing, read my blog, schedule a chat, or call me at 215-675-1800 ext. 122.
BRAND PUBLISHING FOR THE WATER INDUSTRY
Hi, I’m Travis Kennedy, Founder of B2Brand Water. If you have been paying attention, you’ve noticed that marketing to the water and wastewater industry has evolved and changed dramatically. The time has come to make our marketing helpful.
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BRAND PUBLISHING RELATED STORIES
A lot of writers and marketing experts are starting to promote the principles of brand publishing. Here are some recent stories I’ve found that relate to brand publishing in the water industry:
How To Do Content Marketing Like TED
I’m sure by now you’ve come across a TED Talk on YouTube? If you haven’t, check one out as much for the performances as the subject matter. In this insightful post for Small Business Trends, Larry Alton dissects what works for TED in suggesting it could also work for you.
Marketers Expect Content Driven Campaigns To Increase In 2020
As reported by eMarketer, new research from World Media Group suggests 80% of marketers believe content-driven campaigns will increase over the next two years.
10 Content Marketing Skills You Need To Master
This Search Engine Journal post provides a great foundation in what makes good content marketing. In a world where voice-activated search devices and Google’s zero click responses are slowly suffocating websites ability to attract users by answering simple questions, the metaphorical lifeboat has to be through content designed to provide a deeper learning on larger topics: