Next month, I will be speaking at an event called, the Summit on Content Marketing. Beginning May 22, the Summit is an online conference for individuals and businesses who want to develop a successful content strategy, increase buyer engagement, grow their audience and improve the quality and quantity of leads. I am looking forward to the learning experience – I know some of the speakers and the conference organizers have put together a top roster.
So, why should you care about the subject? Amazingly, I’ve had a few B2B company executives tell me that content isn’t all that important to their company’s success. While this may be true in rare circumstances, the rest of us are competing against companies that would love us to go silent on content – it would make us much easier to beat. One tech company CEO even suggested that all he needed on his website was the company phone number because “We pay our sales reps to sell our products. The rest of the website may not be necessary.” I know most people reading this don’t have such a myopic view of content marketing but what exactly can it do for you? Here’s a short list:
- Differentiates you from the competition
- Supports your brand’s value proposition
- Attracts organic search traffic
- Converts visitors to leads
- Targets various stages of the buying cycle
- Shortens the sales cycle
Other than this, content marketing doesn’t do much for you! So with all this good stuff as the payoff, what am I going to talk about during my Summit session? The title is B2B Content Strategies that Move Your Prospects Along the Buyer’s Journey, and I will be covering these topics:
- How to Use Digital Content to Shorten the B2B Sales Cycle and Increase Close Rates
- How to Engage and Convert Readers with a Compelling Story
- Seven Essential Content Marketing Best Practices
- How to Time Your Content to Match the Buyer’s Journey
- How Asking “Why” Makes Your Marketing Content More Effective
- Best Ways to Measure Your Content’s Impact on Revenue
As just one teaser of what I am going to talk about, consider how content can impact the “stuck” prospect. He or she may be stuck because you haven’t sold the value, because there are objections that have not been overcome, or because the prospect is lacking what they consider critical information about your products or services. Content can be used to fill all of these gaps, and many more. In fact, most of the successful companies in any industry have something in common – they have plenty of good content to help speed the buyer’s journey.
The bottom line is that the wrong B2B content aimed at the wrong prospect can slow the buying process or stop it entirely. Fortunately, the right content strategy can be a powerful enabler of lead generation and sales. Well-placed and well-timed content is a key component of the lead-to-revenue (L2R) process and can drive better results at several critical junctures in the buyer’s journey.
Hope to see you (virtually) at the Summit. In the meantime, may all your content efforts be productive and effective.