B2B Sales, Lead Generation and Marketing Blog

Publishing Articles That Result in Sales—Not Steals

Posted by Sean O'Neil on Thu, Feb 6, 2014 @ 12:02 PM

Keys on a keyboard

Is your company publishing how-to articles that serve your competitors better than they serve your prospects? It's an easy mistake to make. Often, company executives and representatives, and even experienced content marketers, don't realize that they're doing it.

If your company is publishing or posting articles publicly (as it should be), you need to make sure that those articles are doing two things:

1. Reaching prospects who are likely to have an interest in your company’s products and services 

2. Providing useful information to prospects without giving away trade secrets.

If you’re a technology manufacturer, it may make sense for you to try and write and submit articles to manufacturing magazines; then again, it may not. If your target audience includes CEOs and people who make purchasing decisions, you may be better off seeking to get articles published in executive or purchasing trade magazines.

No matter where you’re getting published, you need to make certain that your articles are providing valuable insights and suggestions without telling your competitors how to build your technologies or provide the products and services you provide. Concentrate on the need and the value of filling the need rather than on telling people how you fill the need. Do end users really need to know how to build an interface like the one your company is able to provide? Do they even need to know why it works? No. What they need is to know how the interface can be applied to a specific problem and to gain an understanding of its benefits. They need to know why they need it and that it works.

It can be difficult to remain objective and generate interest in your company without inadvertently telling competitors how to mirror or duplicate the products and services upon which your company is built. Before you publish or post your next article, ask yourself the following question: Does the article give away proprietary financial, marketing, research and development or manufacturing information? Remember, it's important to provide valuable, relevant content to your prospects and customers, but it is equally important to keep your competitors in the dark when it comes to your company's internal operations.

Topics: marketing, content marketing, lead generation

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