One of the biggest challenges faced by facilities management companies is the length and complexity of their sales cycle which can often be anywhere between 6 and 12 months. Yet it is surprising how many companies do not consider the buying cycle when deciding which types of content to publish.
There is often a wealth of white papers available on their website which are, of course, perfect for the latter stages of the buying cycle but what about the earlier ‘brand awareness’ stages or those frustrating months between sending a contract and receiving it back signed and sealed?
News content marketing can be a highly effective, non-salesy form of communication during these particular stages of the buying cycle and gives you the perfect reason to keep your brand at the forefront of people’s minds.
What is news content marketing?
It is the publication of commercially-neutral industry news, not company news. For example, let’s say you provide facilities management to the education sector, you might publish news about school meals, campus safety and pupil transportation as opposed to news about a new contract or an award that you’ve won.
Why would you do this?
Fuel for social media
News is the most shared form of content on social media, in fact 47% of tweets are news related. Each time it is shared, your brand (as the publisher) goes with it – perfect for increasing your brand reach, connecting with new audiences and ensuring that you always have something of value to broadcast and engage your followers with on social media. The golden rule when it comes to social media is: ‘the less it is about you, the further it will travel’.
Whether you’re in the early stages of a tender process or are post-contract hoping that all will go to plan, providing your prospects and customers with a regular stream of valuable news content continually reaffirms your brand as the industry thought-leaders, the people in the know and, therefore, the obvious supplier of choice. Whether it’s through your website, social media channels or email marketing, news articles give you a reason to continually connect with your prospects and customers, building trust and loyalty along the way.