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Content Marketing in modern times: Getting to know the new B2B buyer

In a recent whitepaper entitled The New Rules of Content Marketing, Brendan Dell, a copywriter and marketing strategist (www.dellcreativecontent.com), explores the need for content marketing to adjust to the evolving buyer behavior in the business-to-business environment.

The overwhelming availability of information on the internet has caused the gradual but steady change in the relationship between buyers and marketers, and it has affected not only content marketing but all other forms of communication to the buying sector.

According to Dell, “the impulsive nature of today’s buyer and a hyper-competitive business environment means that today’s solution provider must be ubiquitous.”In short, content must be created at a higher volume and quality to counter the demands.

  • Today’s buyers prefer to educate themselves online. Hence, B2B marketing needs to be about pulling buyers in instead of pushing information out.
  • Today’s buyers don’t easily give in to “marketing spins” and sleek sales pitches. When specific details are given to them, they do research on their own terms and standards.
  • Today’s buying process has also changed; companies have become more willing to go outside the “budget”, with more people involved in the decision-making process.
  • The decision-making group usually completes their information-gathering before they seek a sales company. By then, the only thing that matters is the contract and the price.
  • 79% of buyers consult with peers, often through social networks, before making a buying decision and they like to share what they learn back through their networks.

In response to these changes, here are the things content marketers need to do:

  • Give greater emphasis on appealing content
  • Re-purpose content materials into multiple formats to extend shelf life and maximize reach
  • Syndicate content materials into multiple channels
  • Make sure your content stands out, with sufficient depth associated with solving complex problems and sharing information
  • Establish a smooth editorial process to quicken the flow from ideas to content creation
  • Your content must be mobile-consumable
  • Always provide proof of every claim to make your content credible and not biased
  • Mix traditional and new media
  • Segment, test, and measure

Dell concludes the study by putting the spotlight on what calls the “most important element of effective content”: storytelling that engages and compels.Give buyers engaging, compelling, thoughtful stories and they will gladly give you their attention, respect, and business”, Dell says.

Full whitepaper at THE NEW RULES OF CONTENT MARKETING.

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Dial +1 888.810.7464 / 310.439.5814

Grab a copy of our FREE EBOOK, The Ultimate Lead Generation Kit Ebook! Updated with links to the best and latest techniques that will help generate quality sales leads for your business

The-Ultimate-Lead-Generation-Kit-to-Jumpstart-Your-Business-2018-Edition

feature-4-b2b-trends-that-will-drive-your-healthcare-marketing
How to Effectively Engage Top-of-Funnel Leads as a Sales Rep

Content Marketing in modern times: Getting to know the new B2B buyer

In a recent whitepaper entitled The New Rules of Content Marketing, Brendan Dell, a copywriter and marketing strategist (www.dellcreativecontent.com), explores the need for content marketing to adjust to the evolving buyer behavior in the business-to-business environment.

The overwhelming availability of information on the internet has caused the gradual but steady change in the relationship between buyers and marketers, and it has affected not only content marketing but all other forms of communication to the buying sector.

According to Dell, “the impulsive nature of today’s buyer and a hyper-competitive business environment means that today’s solution provider must be ubiquitous.”In short, content must be created at a higher volume and quality to counter the demands.

  • Today’s buyers prefer to educate themselves online. Hence, B2B marketing needs to be about pulling buyers in instead of pushing information out.
  • Today’s buyers don’t easily give in to “marketing spins” and sleek sales pitches. When specific details are given to them, they do research on their own terms and standards.
  • Today’s buying process has also changed; companies have become more willing to go outside the “budget”, with more people involved in the decision-making process.
  • The decision-making group usually completes their information-gathering before they seek a sales company. By then, the only thing that matters is the contract and the price.
  • 79% of buyers consult with peers, often through social networks, before making a buying decision and they like to share what they learn back through their networks.

In response to these changes, here are the things content marketers need to do:

  • Give greater emphasis on appealing content
  • Re-purpose content materials into multiple formats to extend shelf life and maximize reach
  • Syndicate content materials into multiple channels
  • Make sure your content stands out, with sufficient depth associated with solving complex problems and sharing information
  • Establish a smooth editorial process to quicken the flow from ideas to content creation
  • Your content must be mobile-consumable
  • Always provide proof of every claim to make your content credible and not biased
  • Mix traditional and new media
  • Segment, test, and measure

Dell concludes the study by putting the spotlight on what calls the “most important element of effective content”: storytelling that engages and compels.Give buyers engaging, compelling, thoughtful stories and they will gladly give you their attention, respect, and business”, Dell says.

Full whitepaper at THE NEW RULES OF CONTENT MARKETING.

Read our latest marketing news or Subscribe to our newsletter!

Dial +1 888.810.7464 / 310.439.5814

Grab a copy of our FREE EBOOK, The Ultimate Lead Generation Kit Ebook! Updated with links to the best and latest techniques that will help generate quality sales leads for your business

The-Ultimate-Lead-Generation-Kit-to-Jumpstart-Your-Business-2018-Edition

feature-4-b2b-trends-that-will-drive-your-healthcare-marketing
How to Effectively Engage Top-of-Funnel Leads as a Sales Rep

Creating The Right Content For Your Online IT Lead Generation

Improving your business’ on-line lead generation marketing relies on one very important factor that has been emphasized over and over again: creating quality content. Whether you are after business leads or IT sales leads, producing the right content for your intended audience is a must. To be able to achieve this, you have to be sure what you want to share with your target audience that will effectively attract potential buyers. The content you want create will most definitely fall under two categories:  Good and Great.

Good quality content can help you get attention, mostly from people who unexpectedly stumble on your blog or article. These usually result in subscriptions, a “like”, or a bookmark. Though you don’t immediately get to convert these technology leads, these people or businesses are almost always ready to buy, but are not thoroughly impressed by what you’ve given them and are checking out your competition for comparison. Good quality content are helpful in letting potential leads know your brand exists and for getting people to sign-up to your business contact database for future email marketing.

Great quality content, on the other hand, will help your brand get recognized by your target IT leads. These types of content set you apart from the competition and may even convince a casual browser to make a purchase. You might recognize these types as “viral” content. Great quality content are highly sharable. People can’t help but share your content to peers and business acquaintances especially if said content is exclusively distributed by you, such as comprehensive IT research and custom surveys.

Admittedly, producing great quality content costs more than, say, writing an article or blog, but the end results justify the means splendidly. Not only do you get your IT sales leads to purchase right away, you also have an on-line lead generation marketing plan that basically runs itself through enthusiastic sharing. By focusing on creating only these two types of content, you can drive quality technology leads to your business every time.

Why Invest In Snackable Content For Appointment Setting?

There are a lot of talks these days about creating snackable content to anchor your appointment setting campaign on, but there is always that issue about what exactly should be a ‘snack-sized’ content. Why go for smaller content? How can that improve our ability to generate B2B leads?

To tell you the truth, the average memory span of a human being is just 2.8 seconds, much lower than even a goldfish. And while most of us would bemoan the deterioration of the human mind, marketers like us would have to make do with what we have and adjust our appointment setting efforts accordingly. We want to increase our market’s awareness of our business, so we should be able to craft content that is not just good enough to attract their attention, but also compelling enough to keep their sales leads audience beyond their 2.8 second-long attention span.

It is not that difficult. As long as you know the needed keyword used by your audience, then utilize it in a fresh, informative, and attractive content, it would be your win. You could even use your snackable content as a compelling call-to-action for your prospects. Have them sign up to your offer, or probably leave their number so that your telemarketing team could follow them up. There are loads of things you can do with shorter content.

Just make sure that you know who you audience is, the products or services you want to offer, as well as the content you are creating for your lead generation campaign.

Better Lead Generation Through Better Content Marketing

Let us put it this way – content will always be king. This is especially true where lead generation is involved. I mean, if you do not have a compelling, informative, as well as attractive content, you will not be able to attract enough prospective sales leads. That is why creating the best content should be part of your lead generation efforts. Now here lies the challenge: how will you create better content? Here is how to start:

  1. Analyze data – by now, you might have collected sufficient information about your audience. From the data you have obtained, you can probably come up with a content strategy that will maximize impact, as well as ease up your appointment setting efforts.
  2. Analyze the competition – looking beyond the confines of your business (basically, checking your competition) will help you determine what kind of audience they have and if they have blind spots that you can enter. Creating a niche market out of your competition’s general audience can give you a better business edge.
  3. Analyze value – be it in your competition’s or your own, you need to know how your audience values the content you share. A lackluster interaction might be an indication of poor content creation. Once you realize that, you can then proceed in formulating a proper marketing plan.
  4. Analyze your promotions – be it through social media, blogging, email, or even telemarketing, you need to analyze whether the content you share reaches the right audience in the right manner. You might want to use certain metrics like conversion ratios and the like for that.

Ultimately, better content marketing can certainly bring you better results in your lead generation efforts.

Content Marketing: How To Be Continuously Creative

Content marketing is the best way to describe online marketing. No matter what you channel you use on social media, you still use some form of content to get the attention of your business leads. A compelling, well-researched content is the best  material to use, but there is a significant problem when using this type of marketing. What is this challenge? The process of content creation itself. Being creative is the most challenging aspect of using this b2b lead generation strategy.

How can you keep your content creators writing quality content all the time, on time? Here are a few tips:

  • Use Google Alerts, Google Trends, and Google Reader – in their quest to provide the best possible experience for their users, Google has even provided the tools to help content creators to write valuable content for their readers.
  • Curate online content – when you’ve exhausted all your resources and still can’t find any inspiration, you can use the blogs of other people for inspiration. Take an idea from the blog posts of other people you follow and expound on it.
  • Ask for guest posts – everyone needs to take rest every once in a while, and content creators are no different. To keep your blog updated while you get some R&R, why not ask a few of your readers to post? Or maybe someone you know from a forum, or even your offline friends. There are even websites available where you can hire bloggers who guest post for free. By hiring someone to write while you’re away, you can be sure that business leads will still get the value that they keep coming back for from your site.
  • When all else fails—recycle! – There’s nothing wrong about dusting an old article or blog post and using it again. You can talk about how this article sparked the most debate amongst all your blog posts, or how this brought in the most number of conversions for your site. This may even encourage “lurker” business leads to comment about when they first read this article and how they felt then. Ah, nostalgia.

Content creation is an important aspect of online marketing. However, it should be noted that this alone won’t be enough to sustain your business with quality leads. Supplementing this channel with direct marketing will bring in more qualified business leads faster. Direct marketing channels such as email, telemarketing, trade shows and seminars are extremely helpful.