There is no shortage of information written, analyzed and debated when it comes to business-to-business content marketing. But converting your prospects to customers through content conversion is the name of the game, and there are some critical points not to undervalue in the noise of information overload.
Many businesses have turned to content as the key tool in which to interact with their customers, but it’s simply not enough that prospects “like” your content. Customers need to buy into the overall experience, which engages, creates value, nurtures the relationship and ultimately influences their purchase decision.
Solving Needs
The first thing a business buyer will determine is how a product or service will help solve their need or issue. What’s in it for them, and how is your product or service helping? Validate the value of your products and solutions and pitch new approaches to the problems business face.
Keep It Simple
According to The CMO Council, 87 percent of businesses say that online content has a moderate or major impact on vendor selection. So learn how to not undermine the value and impact of content. The same survey indicated the top four dislikes in B2B content is too many requirements, non-substantive, overly technical and blatantly promotional content.
Understanding Customers
Appeal to the personal side of the people behind the businesses, and highlight your ability to understand their issues. It’s not about you; it’s about knowing your prospects well enough to anticipate their reactions accurately. Challenge your own assumptions, introduce fresh thoughts and ideas, and focus on a presentation that appeals to the solutions your prospects need.
Call To Action
Create a sense of urgency with your prospects that makes them feel they need to make a decision, moving from prospect to customer. It could be through a product review, software demo, white paper or any other lead generation piece. According to The CMO Council, 67 percent say professional association reports and papers are among the most trusted content. Endorsements by industry peers are far more effective than touting your own products.
Many businesses have turned to content as the key tool in which to interact with their customers, but it’s simply not enough that prospects “like” your content. Customers need to buy into the overall experience, which engages, creates value, nurtures the relationship and ultimately influences their purchase decision.
Solving Needs
The first thing a business buyer will determine is how a product or service will help solve their need or issue. What’s in it for them, and how is your product or service helping? Validate the value of your products and solutions and pitch new approaches to the problems business face.
Keep It Simple
According to The CMO Council, 87 percent of businesses say that online content has a moderate or major impact on vendor selection. So learn how to not undermine the value and impact of content. The same survey indicated the top four dislikes in B2B content is too many requirements, non-substantive, overly technical and blatantly promotional content.
Understanding Customers
Appeal to the personal side of the people behind the businesses, and highlight your ability to understand their issues. It’s not about you; it’s about knowing your prospects well enough to anticipate their reactions accurately. Challenge your own assumptions, introduce fresh thoughts and ideas, and focus on a presentation that appeals to the solutions your prospects need.
Call To Action
Create a sense of urgency with your prospects that makes them feel they need to make a decision, moving from prospect to customer. It could be through a product review, software demo, white paper or any other lead generation piece. According to The CMO Council, 67 percent say professional association reports and papers are among the most trusted content. Endorsements by industry peers are far more effective than touting your own products.
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