Why Should I Care?

According to a newly published report, there is a serious disconnect between the content that B2B buyers are seeking from marketers and what is actually being delivered. In the new study from The Economist Group titled, Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audiences,”http://ow.ly/3x7Uha , Jeff Pundyk discusses the most often used and unfortunately flawed approach taken today by B2B content marketers.

The study says that 93% of B2B marketers are incorrectly connecting their content to a product or service. Translation: a sales pitch. To be clear, these marketers have not yet crossed the divide from traditional marketing to value focused and personalized content. Instead they are relying on comfortable one-size-fits-all messaging which is inwardly focused-on their company, team, history, awards, products, features, functions. B2B execs are looking for help in solving their complex issues and often turn to online content for critical challenge-focused information. Thus far, they are having trouble finding the content they need. So how do marketers better align their efforts around what prospective buyers want? A few thoughts to chew on:

It's Not One and Done: A piece of content should not be viewed as a one and done proposition by marketers. The reality is that it typically takes 9 touches and consumption of 12 pieces of content before a prospect is ready to speak to sales. Content should focus on building a relationship. You have amassed a treasure trove of valuable content. Delivering the right content at the right point in the customer journey is key. View your content as a step on the way to deeper connections with your audience.

It's Not Me, It's You: Content which focuses on the addressable business challenges, the business benefits that can be achieved and the realized KPI improvements are the most effective. Similarly, prospects favor content that establishes a two-way dialogue and tells a compelling story to which they can relate. Finally, content should deliver an experience consistent with your organization's brand identity. It must be centered on the prospect or there is a good chance you won't get past the first date. People care about themselves, not products. Guy Kawasaki, the former Mac evangelist and current thought leader, declared,”show people how you will make history together. Sell the dream (of a better future), not a product."

The 5S's of Content Marketing - Marketing used to be about the 4P's, now its about the 5S's: storytelling, substance, speed, simplicity and science. Powerful content needs all of these components.

1. Storytelling-is a foundational element of compelling content creation. The story should reflect the essence of the brand and be leveraged to create personalized customer experiences that last beyond the sale and deliver long-term relationships. Everyone loves a story where a hero tangles with and finally defeats a villain. Introduce the antagonist. What is the current problem out there that needs solving? Describe the pain the prospect is feeling, the magnitude and cause of this problem and then prescribe a cure. How did you save the day? Make it exciting. The brain doesn't pay attention to boring things, according to scientist John Medina.
2. Substance- The messaging needs to aligned with a challenge, an issue in the marketplace that needs to be solved. Explain the 'why' before the 'how.' Original content backed by research scores best with audiences. Establish authority and subject matter expertise. Customer testimonials work well here. A solution in search of a problem carries far less appeal. Customers don't buy products or services, they buy into your approach, your thought-process.
3. Speed-it is 'short attention span theatre' out there (snapchat anyone?) and content needs to get to the point with demonstrable and personalized benefits. Content should be fast paced and loaded with excitement. Think Elevator Pitch. "..Your entire music library fits in your pocket"- Steve Jobs announcing the iPod.
4. Simplicity-The task of leaders is to simplify. Tell the prospect how you will make her life better, the expected value--not about your feeds and seeds. And do it concisely. Think Twitter. It's more intriguing. With our new platform release, ValueStory, we create content which uses a napkin as the background--reinforcing that messaging should be simple enough to fit on the back of a napkin.
5. Science-leverage data(you have collected about your prospects) to create relevant content across all customer touch points. Where is the prospect on his decision journey? What flavor of content should you offer? Similarly, use data to back up your statements. Empirical evidence from client engagements. Research studies to validate the issues.

There is a tremendous opportunity for marketers to improve their content marketing efforts to more effectively connect with and convert prospective clients and ultimately drive more incremental revenue for their organizations. Take a longer term view of content, center it around business challenges, and leverage the 5S's of content marketing to drive more wins.

"You've got to start with the customer experience and work back to the technology. Not the other way around." -Steve Jobs @Worldwide Developers Conference 5/25/97.

[Steve Jobs JPEG from Saulo Cruz]

Dan Sixsmith is a VP at Alinean, Inc. He is Founder and CMO at Trammel Marketing Group and Chief Content Officer at "The Digital Advantage by Dan Sixsmith"

Aristotle's Plan For Digital Marketers

Is it possible that a man who lived in 300 BC has provided the foundation for digital marketing success in 2015 and beyond? Let's explore.

Aristotle, the Greek philosopher and scientist is know for his ground breaking work in Physics, Ethics, Politics, Economics and Psychology to name only a few. Now it seems we can add Digital Marketing to the list.

As marketers scramble to connect with a rapidly moving and changing buyer, Aristotle's treatise of persuasion can be leveraged thousands of years later to effectively find, connect and convert new clients and deliver billions in incremental revenue to marketers.

Aristotle proffered three key elements of delivering a compelling argument: Logos Pathos, and Ethos. Here what each means for marketers today.

Logos: Logos relies on empirical evidence as the cornerstone of Aristotle's approach, leveraging scientific and irrefutable information to make a case for change. In this way, and for the digital marketer, data gathered from all customer activities in a multi screen world is at the core of modern marketing and just the evidence marketers need to more effectively connect with buyers. In McKinsey's new article, The Golden Age of Marketing, it highlights the importance of "science and substance" in the form of research and analytics which informs marketers as to "who buys what, and why; who influences buyers; and when, in the consumer decision journey." In order to have a meaningful conversation with our buyers, we need to know who they are, what they are doing, what they value, their choices, and their feedback. Marketers' use of data is critical to this phase of the Aristotle plan. Leveraging technology to collect data, analyze it, and turn it back around in the form of targeted, differentiated and personalized content delivered in real time is critical. Data, McKinsey says, provides powerful new "clues" as to why buyers behave as they do.

Pathos: Emotion is Phase 2 in the Aristotle approach to persuasion. He spoke of "arousing the passions" of the audience and that we should tell stories which appeal to the audience's values. In fact he is quoted as saying that the 'soul never thinks without a picture." Modern marketers are leveraging effective storytelling to drive meaningful connections to buyers. Creating compelling and engaging experiences through personalized content creates emotion, which in turn fuels engagement, according to Andrew Frawley in Igniting Customer Connections. (Wiley, 2014)Frawley points to shared beliefs, common experiences, and commitment to a cause as key triggers of an emotional affiliation with a brand. The strength of these emotional connections is an indicator of future loyalty and oftentimes define the highest value customers. Those brands that do it best are realizing greater share of wallet from their customers.

Ethos: At the core of Ethos is trust and credibility which is the final element of Aristotle's approach to effective persuasion. Reputation is a key component in establishing credibility and most important to fostering trust. As reputation is either strengthened or damaged over time, it must be near the top of every marketer's goals. Marketers who consistently deliver the right messages, offers, content and customer experiences to their buyers (and therefore demonstrate that they understand and value these buyers) are the most trusted.

Those marketers who can effectively leverage data(Logos), transform it into meaningful and consistent customer experiences and build emotional connections(Pathos) with their buyers are the most trusted(Ethos). They receive more loyalty and eventually increased share of wallet and incremental revenue. Aristotle, regarded by many as the most intelligent man in history, once again demonstrates that his knowledge is relevant in the modern day and for the modern marketer.

Dan Sixsmith is a VP at Alinean, Inc. He is Founder and CMO at Trammel Marketing Group and Chief Content Officer at "The Digital Advantage by Dan Sixsmith"