Now 20 years later, I had a trial of my own of similarly epic proportions. I was invited to deliver a three-hour keynote at the International Glove Symposium in Tucson, AZ.
I don’t think I can even handle hearing myself talk for three hours, let alone a bunch of humble glove lovers, or glovers if you will (and you must). And I don’t know anything about industrial safety gloves. Why would I accept such an assignment? At face value, this really didn’t seem like a proper fit.
Author’s note: the puns won’t be stopping anytime soon so abandon ship now if you have no sense of humor.
After a little cursory research – a review of many of the registered attendees’ websites – a simple truth smacked me across the face. I was, in fact, a great candidate to give this talk because of an abundance of untapped opportunities. It didn’t matter whether or not I knew what their status quo was, what I did know is what they were not doing. I could be an evangelist for a core component of our business and really open their minds to new tactics that would be feasible to execute for both the small and large businesses in attendance.
So, I decided I would give them a hand.
For three hours I pointed out everything they weren’t doing and why it was important they start.
And what was this opportunity these glovers needed to hear about? The power of content! No matter what industry vertical you operate in, if you don’t have a formal content strategy then you don’t have a firm grasp on how effective B2B digital marketing works. Purchasers and key decision makers are using the web to do product research. A company selling such products has a great opportunity to control the narrative and earn trust as a thought leader with what we call “value-added” content, or content that stands on its own as resourceful regardless of the brand behind it. This includes content pieces like whitepapers, research reports, useful tools, product demonstrations and articles.
Author’s Note: now is when you realize that’s exactly what I’m doing here with this article. This is part of BRINK’s content strategy. Are we getting too meta? I think we are.
After three hours of talking to a sea of piercing eyeballs (which was intense in contrast to the rooms of people consumed by their smartphones I am used to at tech conferences), I was mentally exhausted.
But the reception was warm and I could see the gears turning in those glovers’ heads. They saw the potential. They felt the pow-ah!
I’m pleased to share the slides I used to drive the talk here. Take a look and see if there is anything helpful for you. This should serve as a good Content Strategy 101 for B2B digital marketing.
Now go forth and make some kickass content.
Special prize to whoever correctly points out the number of glove related puns in this article.