In B2B spaces, content richness draws buyers' eyes

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In B2B spaces, content richness draws buyers' eyes

Aptara Editorial | Posted on 24th Feb 2015

The B2B field is defined by its exacting nature. Getting attention quickly and making a fast sale is an acceptable process in B2C markets, but when companies are selling to one another, there is an increased lead time, nearly all of which is devoted to research. This change in focus is also replicated in the digital content made for each audience. While materials designed for consumers may be quick and to the point, filled with references to products and services, B2B companies are encouraged to play the long game. Delivering information may be the top priority for marketing departments and content production teams deciding what to include and how to format it.

Strong enough to earn contact information
Business 2 Community contributor Darren Faber recently explained some of the theories behind creating materials in the B2B space. He noted, for example, that there is no need to include a call to action in some of these items. Instead, leaders can focus on making the document or visual piece purely informational, taking aim at problems that often occur within the target market. With that relevance established, they can simply ask for an email address in order to download and read the document. The company has simultaneously established itself as an authority and added to its mailing list.

Faber highlighted the rational nature of purchasing within the business sector. He noted there is a great demand for information that can lead teams to products they want to use. No matter the form content takes - Faber particularly mentioned white papers, webinars and more - the value is in the answers being provided. This bond of trust that the company providing the information is able to help and willing to do so may carry more weight than the repeated mentions of a brand name that ensnare a buyer in the consumer space. Specifically choosing formats that can impart a great deal of knowledge may help B2B progress.

Inbound or outbound marketing is one of the questions facing marketers of all types and industries. Faber noted that content is a great way for B2B companies to embrace an inbound style. The materials are an encouraging factor for potential buyers, who lead themselves to the organization and look around. What they find may determine their next move, which is why it is important that the actual facts and multimedia contained in the content are solid and helpful. Doing a good job with these materials could cause buyers to initiate contact, creating reduced need to fish for prospects.

The educated purchaser
Marketing Land recently focused on how organizations can get started using content as a marketing tool. This means highlighting the clearest benefits of the method and presenting these to upper management. Those advantages, according to the source, include the ability to teach potential buyers things they may not have known. Comfort levels in the B2B space can largely depend on whether the customer has done enough research, and thus presenting key data points could get those individuals ready to move further down the buyer's journey, a likely objective for sellers of all sorts.

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Digital Content Development, B2B Publishing