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"