The way people buy has changed. In today’s world, the overwhelming majority of decision makers say they found their vendors, not the other way around.* How are buyers finding vendors? Online content tops the list. That’s why B2B marketers are now spending almost a third of their budgets creating and publishing content.** But there’s a problem. Content consumers don’t like what they’re being fed. “Buyers are not happy with vendors,” according to Donovan Neale-May of … [Continue reading]
Content Marketing
How to unlock the selling power of your company’s knowledge
You’ve got some incredibly smart people working for you. But you may be missing an opportunity to use their knowledge to drive more sales. The vast majority (87%) of B2B buyers say online content impacts their vendor selection.* To gain more influence over these buying decisions, you’ve got to find a way to draw out the expertise locked inside the minds of your subject matter experts (SMEs) and convert it into compelling content. But how? … [Continue reading]
Try this one-question test to gauge the appeal of your content
You’re creating content. Maybe it’s a blog post. A whitepaper. Anything. There are lots of ways to measure its effectiveness after you’ve published it. But what about before? How do you know if the stuff you’re writing will actually move the needle? There’s a great rule of thumb for creating content that prospects will actually read. And it all comes down to one question: “Who would want to read this in their free time?” If … [Continue reading]