“Price is very rarely the reason a customer didn’t buy,” says Ardath Albee, CEO of Marketing Interactions. “You need to know what buyers need at every step in their journey.”
B2B marketers should ponder on the questions prospective customers ask when they look at their content, she says. These questions include:
•What would be the guidelines within this area?
•What are other companies like mine engaging in?
•How will our product decrease our risk?
•Who has the expertise needed to assist us in our goals?
•Why should I care about your organization?
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With a content hub in place, marketers can let prospects and customers “pick their own adventure” when it comes to what they choose to read or watch. The content they pick will put their interests and needs into context for your brand, Albee says.
There are a number of attributes to consider when crafting content that will perform best for your brand. For example, you need to know how long it takes for someone to really read your content—not just skim it but really pay attention and consider it. This is a great reason to consider moving away from posting content in a PDF format, Albee notes.
Additional factors to focus on include understanding what structure and length is most effective, and how many deals a piece of content was involved in closing. For instance, is everybody engaging in your 500-word blogs, but ignoring your seven-page whitepapers?
Marketers should also consider the ease to read and grade level of their text, she says. This can be done by choosing the “readability” option when spellchecking a document in Microsoft Word.
The same content can be used for prospects in different verticals and industries, Albee says. See if content is useful for different personas, and adjust the focus or context according, to help scale your B2B content marketing initiatives.