How to Create Engaging, Value-Added Marketing Content by Jae-ann Rock

Posted on Jun 26, 2017 in Blog, Training and HR

Content marketing is all the rage these days… But, many companies are overwhelmed at the thought of producing value-added content on a regular basis.

Many companies marketing to Corporate Training & HR have asked us:

  • How do we create engaging, value-added content?
  • How do we develop our brand as a thought-leader in our industry?
  • How do we send content regularly while minimizing our email opt-outs?

These days, the key to an effective email marketing strategy is to be sure you have a marketing and communication strategy to deliver value-added content to the right audience on a consistent basis.

First, to be sure we’re on the same page, let’s define value-added content… Value-added content is FREE content that is helpful, insightful, educational, or informative.

Many companies have trouble creating such content on a regular basis, so we’d like to help you get the ball rolling. Just think about the kind of content your target prospects are interested in learning about. What would be helpful for them?

Help prospects address common industry challenges or issues they face. Take cues from your industry. Ask the following questions to generate content ideas:

  • What are related industry news feeds buzzing about?
  • What are industry social media streams discussing?
  • Are there industry trends emerging? What is the latest news at industry conferences?

Now, identify your internal subject matter experts. Interview them. Ask them to share insights regarding these questions or other common challenges or needs in the industry. Create a related series of tips-and-tricks articles.

96% of B2B buyers want content with more input from industry thought leaders.

(Demand Gen Report, 2016)

Then, using this information, develop a content arsenal including the following types of content:

  • Industry trends/insights
  • Challenges or issues solved
  • A “Tips-and-Tricks” content series
  • Best practices in X
  • Results of research
  • Interviews with key subject matter experts

Present the content with the following backdrop questions in mind:

  • Is it helpful to my prospects?
  • Is it relevant and timely?
  • Is it engaging – capable of sparking conversation?
  • Is it inspiring?

Consider adding the following value-added marketing content to your marketing plans:

  1. Targeted Emails
  • Once a quarter, send an “I saw this and thought of you” email, citing a source of industry information which could prove helpful to your audience.
  • Research industry trending topics to gather content ideas.
  • To make the most impact using this technique, categorize your prospects by industry, the area of solution required, size, or other variables.
  • Target your email campaigns according to common areas of need/interest.
  1. White Papers
  • Develop an insightful white paper and make it available for download
  • Provide tips, ideas, and/or education regarding business solutions relative to the prospect’s needs.
  • Call any downloaders within 48 hours to probe about their interest/needs!
  1. Webinars/Podcasts
  • Invite prospects to attend an educational webinar or podcast.
  • Offer curriculum-based information of value to assist prospects in resolving common challenges, or provide business tips to increase sales or decrease costs.
  1. E-Newsletter or Blog
  • Develop a content rich newsletter or blog, with topics targeted to your industry.
  • We recommend you send an e-newsletter once or twice a month.
  • Automate delivery of this content to send content consistently, every month. This is critical.
  • Remember, the content you send should NOT be an advertisement for your services… Rather, this is an opportunity to address industry needs and concerns, demonstrate knowledge, provide tips, “best practices”, etc. Your goal is to be viewed as a helpful, knowledgeable consultant.
  1. Case Studies
  • Did you know that 69%* of B2B marketers at small and mid-sized companies rated case studies as very effective marketing content, followed by “in-person” events?
  • Case studies act as an in-depth testimonial, bolstering credibility and elevating your brand within your industry.
  • Use impactful case studies in your lead nurturing campaigns to demonstrate benefits and results achieved by others using your services.

(*Content Marketing Institute, B2B Content Marketing 2014 Benchmarks)

You want to be viewed as an industry thought-leader, a helpful resource. Do not try to sell your services in these lead nurture touches. Instead, use the opportunity to educate, assist, and build trust. Ultimately, if done right, your marketing efforts will lead prospects to think of you first when they’re ready to buy.

  • You must become a thought-leader, providing value at every touch.
  • You may not think you have much meaningful thought-leadership content to share, but THINK AGAIN. You likely have many more content resources available than you realize.

By continuing to offer prospects value-added content, when they are ready to buy, they will think of you FIRST. Happy selling! 


Ready to cast a wider net in your marketing efforts? Need to reach more CONFIRMED decision-makers in Corporate Training & HR? Call Mentor Tech Group today.

Mentor Tech Group has what you need.

We are the only company SPECIALIZED in locating confirmed decision-maker contacts in Corporate Training & HR.

Our highly skilled Market Intelligence Consultants research and build detailed market intelligence for each decision-maker record in our database.

  • Our database includes information for more than 40,000+ decision-maker contacts in Corporate Training & HR.
  • 100% Interview Verified Data – all market intelligence is qualified and screened via telephone interview to determine if a contact merits membership in our database
  • FREE Quarterly Updates – we keep your data fresh by providing free updates every 4 months
  • Uniquely Segmented by Job Function – so you know the person’s actual responsibility in the organization (This is much more insightful than a nebulous job title!)
  • UNLIMITED USE for 1 full year: Use MTG’s market intelligence for calling, mailing, and emailing for one full year.

Want to learn more? Find out why other discerning companies choose to use Mentor Tech Group’s market intelligence over “typical list sources.”

Call (651) 457-8600, Ext. 3.

YES! I’d like to access CONFIRMED decision-maker contacts in Corporate Training & HR!


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