In Week 9 of Tamarindo Diaries, Adam Barber, Managing Director of Tamarindo Group, discusses how you can make content marketing work for your business.


If you’re looking for insight into the businesses of tomorrow and who to back, then take a careful look at those within the market who are developing and delivering powerful thought leadership that not only educates their customer, but that entertains them too.


One of the reasons why that has been so important of late is because we are seeing business development teams and marketeers scramble to adjust their marketing plans and to dial up their ability to produce quality content and quality insight consistently week-in, week-out owing to the rapid hibernation - albeit temporarily - of the conference and events world.


As we all know, the conference and events world is one of the most effective ways to network directly with those people that you want to be able to meet and it’s a great way to get deals done. But if you take that away, marketing teams and business development directors have to think creatively and think smartly about other ways to fill their sales and marketing pipeline.


The most obvious candidate is quality thought leadership and quality content.


As businesses the world over - irrespective of whether it’s in renewable energy or anything else - drive up their content initiatives, we’re starting to see the beginnings of a two tier race. There are those that understand not just the needs of their customer but the importance of messaging - and there are those that are just trying to get something out the door.


As we’ve seen in this whole new world of webinars and as we’ve seen in the more long-standing world of company newsletters, it’s very easy to go out there and hit send. It’s far more difficult to be able to do so consistently and to do so with impact.


I think one of the things you really need to think about as you reset that marketing plan is to think carefully around how content marketing can work more effectively for your business. What is it that you’re doing today that you can simply refine, develop and improve, to drive up those results?


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