Update from ICON regarding COVID-19



Content marketing is an effective marketing program which focuses on creating and distributing valuable, relevant, and consistent content online in formats such as written articles, videos, graphics, surveys and more.


The value of content marketing for your business is twofold. Firstly, it acts to attract and retain customers by delivering consistent value added information and secondly, for ensuing search engines are regularly indexing the site and delivering more relevant visitors to your website. Good quality content is SEO gold.

There is no doubt the Internet and social media have changed the way people seek and gather information. Putting content out in the world where people are looking for it helps them find you.

If you haven’t started content marketing or haven’t updated your website news section for some time, it’s not too late to start.

A content marketing plan will ensure your content will tie in to your overall marketing strategy goals and ensure your time spent creating content isn’t wasted.



Start with your own internal staff and the questions they answer to customers every day. Your own FAQ guides, internal processes, areas on innovation. Share the type of information that you know your customers are interested in.


Content marketing for B2B sector

In the B2B sector, a minimum 57% of a typical purchase decision is made before a customer even talks to a supplier which doesn’t leave much time for changing customers’ opinions. And with the internet being the number one source of information, content marketing is more important than ever for B2B businesses hoping to differentiate themselves from the competition and give potential clients an answer to the question, “Why should I buy from you?.”

Content strategies in the B2B sector focus on getting the right information in front of the right audience at the right stage of the buying cycle. While early B2B content marketing strategies were centred on each piece of content being a mini whitepaper or technical document, this is not the most effective strategy.

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Delivering a mix of information types that range from solving simple issues to video how to’s and whitepapers deep diving into more complex issues, B2B content marketing is about getting information in front of your audience at the right stage of the buying cycle.

Your content strategy should start with what are the objectives and goals for your content.

An important next step in creating and effective B2B content marketing strategy is to understand your audience and what are their motivations and pressure points. Content that understands its audience will be good content. Content that doesn’t can’t be.

With a clear picture of who you are creating content for and what is the overall aim for your content strategy, mapping topics and content ideas is much easier. You should aim to create a mix of content that targets your audience at the various stages of the buying cycles.

For B2B businesses, content marketing can be a highly effective strategy that targets your audience at all stages of the buying cycle, helping inform them and drive their decision to do business with you. Icon Visual Marketing are experts at developing strategic marketing programs for B2B company’s which include comprehensive content marketing programs.


How do I “share” my content?

Social media is great for sharing quality content, posting to your company LinkedIn or Facebook pages with a link back to the full article on the website are a great way to get relevant visitors onto your site to explore your range of products or services offered.

Your corporate database is another great place to start. Create a monthly or quarterly newsletter that consistently offers quality content relevant to your target audience.

Once you start creating content, you’ll soon realise it isn’t as scary as it first seems, and like with everything, the more you do it, the easier it gets.

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It’s not too late to embrace content marketing, or work with an outsourced team who can help create a strategy that is manageable for your business or take on your entire content marketing. Icon Visual Marketing has a range of experienced content developers across a wide range of specialities and industries ready to get your content marketing strategy started today.

what type

What types of content should I be creating?

Content marketing comes in a range of formats. Keep it interesting by delivering a range of different content types.

Online presentations
White papers
How-to guides
Videos & animation