Brand publishing is a marketing strategy designed to deliver informative or educational content to customers rather than pushing or interrupting them with direct sales or promotional messages. It’s born out of recognition that in today’s information-rich world, purchasers prefer to walk themselves through much of the purchasing cycle rather than be led by a salesperson.
What is truly missing in B2B sales is trust between the buyer and the salesperson. This is where brand publishing provides a distinct advantage. At its core, it provides valuable, engaging and helpful information, given for free that creates a kinship and level of trust between your customer, company and brand.
In the water and wastewater industry, utilities are increasingly wary of companies trying to sell them anything new. This often results in companies not buying valuable new products or services because the perceived risk of making a bad decision outweighs the potential gains of making a good one.
Brand Publishing gives manufacturers and service providers the ability to establish a non-threatening trust bond with their customers, creating a rich relationship to be leveraged when the prospect is ready to buy.
To learn more about brand publishing, read my blog, schedule a chat, or call me at 215-675-1800 ext. 122.
Hi, I’m Travis Kennedy, Founder of B2Brand Water. If you have been paying attention, you’ve noticed that marketing to the water and wastewater industry has evolved and changed dramatically. The time has come to make our marketing helpful.
New here? Read our recommended blog posts:
A lot of writers and marketing experts are starting to promote the principles of brand publishing. Here are some recent stories I’ve found that relate to brand publishing in the water industry:
As Rebecca Sentance explains in this ClickZ post, the practice of Intelligent Content involves removing the content from the context of its presentation layer (such as a website) and breaking it down into fragments that can then be utilized across multiple channels. In talking to many marketers in the water and wastewater industries, where content creation resources are often incredibly sparse, this is a necessity:
Substitute the word “salesperson” for “content” and this article from Brian de Haaff nicely sums up the evolution from promotional sales literature to the informative world of brand publishing.
Writing for Inc., Glenn Leibowitz reviews Steven Pinker’s book: The Sense of Style: The Thinking Person's Guide to Writing in the 21st Century. It’s a fascinating study of how overelaborate we as business writers can be.