B2B Change Agent Handbook: Next-generation Content Marketing B2B Marketing was once a second-rate business function equated with the unscientific mysteries of branding and traditional advertising, but with far less panache than B2C. That was then. This is now. B2B marketing is about knowing what information your buyers need and delivering it just when they need it. It’s about guiding your customers through their decision-making process and continuing to be of value long after the sale. It’s about being accountable and using scientific methods to show how marketing directly impacts sales and company revenues. …But that’s not all. To succeed in this rapidly evolving environment, you must become the agent of change in your organization. Your buyers are two-thirds of the way through the buying process before they give you a call, which means they are voraciously consuming content online—yours and your competitors. Early adopters to content marketing responded to this buyer shift by creating a lot of content. They thought if they generated a ton of white papers, videos, blogs, and more, their prospects would show up and buy. That notion is prehistoric. Practice next-generation content marketing. Content marketing is no longer a differentiator; it’s a requirement, and it’s a lot more sophisticated. And let’s face it: technology isn’t sexy or entertaining; it can be downright boring. But when you incorporate storytelling, you tap into a powerful form of communication that helps your message resonate with prospects. A good story allows you to engage with your audience, build relationships, and make your content memorable and shareable. Here’s how to do it. Create story lines, not snacks. Social media channels provide us with the ability to distribute content across the web like breadcrumbs. But many times, these B2B breadcrumbs are mere morsels. Weave compelling story lines cohesively across all of your channels. Your efforts should be focused on a consistent, compelling story, not individual networks. Cultivate trust, and avoid self-promotion. (Get over yourself!) A recent CMO Council survey revealed that, although content marketing is a major influence on vendor selection, just 9 percent of decision makers trusted vendor content. Offer up stories that address the challenges of your readers and they will reward you with their attention and time. Make your content mobile-friendly. Smart B2B marketers design corporate websites with mobile users in mind. They use responsive design rather creating a separate site for mobile users. Continue content marketing after the sale. Adapt lead-nurturing functionality to the entire customer life cycle. Create compelling stories, distribute them across all your media channels, and track their effectiveness. Keep listening, keep communicating, and stay engaged.
