Today’s B2B customers are more independent than ever. When they want to know more about your company, products or services, most of them won’t call your sales rep.
Instead, they’ll Google your company name, click across your website, explore your social media pages and read what other consumers are saying about you in the cybersphere.
Which is why you need to hit these self-sufficient prospective buyers with the information they’re looking for, when and where they’re looking for it.
Sales-driven content can be exceptionally effective—when it’s used at the right time.
And if your buyers aren’t ready (or willing) to talk to salespeople, they probably aren’t ready to consume sales content.
Content that solely sells your products or services doesn’t provide customers with the answers they’re looking for or show them why they can trust you. They want compelling, useful content that tells them how they can overcome challenges and grow their business.
The path to creating more effective content.
Start by shifting your focus to your customers—and away from your company. Address prospective buyers’ needs so they consider your value as they make purchase decisions.
Create customer-centric content by seeing things from their perspective:
- Use customer data to gain a better understanding of your customer base, what they’re searching for online and how you can craft content that aligns with those queries and interests.
- Determine what type of content your customers like to consume—such as videos, infographics and how-to guides—and then create it.
- See how content performs over time so you can better understand what resonates with your customers and make adjustments for better engagement.
And it’s key to identify where your customers are searching for content. Is it LinkedIn? Your website? Both? Neither?
Find your customers’ most influential channels and distribute your content there.
For more on crafting valuable content, follow us on LinkedIn.
Quality content pulls your customers in…
…and builds their trust in your company.
Take the time to create unique, relevant content that will attract B2B customers. Rushing the process and pushing out as much content as possible won’t help you see results.
The goal is to stand out. When tens of millions of pieces of content are shared daily, you need to produce compelling content to earn your audience’s attention.
So focus on delivering more powerful content that’ll strengthen your message and improve your audience’s faith in your brand.