B2B Marketers: Inciting a Content Revolution

Churning out product-centric marketing and sales collateral was once the norm, and for most B2B companies, that was enough. Unlike today, buyers were unable to do the majority of their research before speaking to a vendor. Besides, by the time buyers contacted a vendor, they wanted details on the product or service. They weren’t exactly looking for high-level observations on the industry.

But those days are behind us.

Buyers are empowered like never before, and a revolution is upon us. Customers and decision makers, including you and me, are demanding better marketing tactics, more transparency, and human conversations over clever slogans and sales pitches.

And it’s not just the people with purchase power elevating their standards. Modern marketers are revolutionizing the way they engage with people, learning how to deliver genuinely helpful information to the right people at the right time. They’re pushing creative boundaries, opening the door to frank conversations with customers and consumers, and applying higher standards to every message they send.

Have You Launched Your Content Revolution?

Modern content marketing is the revolution. It is increasingly data-driven and tailored to the individual buyer’s journey. Why? Not only is content marketing effective, but it’s better business. Being responsive to the buyer’s journey means understanding the people you communicate with every day, listening to their interests and concerns, and providing them with what they need to succeed.

But content alone is not the answer.

Earlier this year, during the annual SiriusDecisions Summit, Marisa Kopec and Erin Estep made a startling observation: “60 to 70 percent of content churned out by B2B marketing departments today sits unused.” Why is the majority of this content lying dormant and untouched? Because it’s content centered on company products and services, rather than the needs, interests, and problems faced by the prospective buyer.

A New Paradigm: SiriusDecisions’ Content Model

Is your marketing team inciting a content revolution? How do you know that you’re succeeding?

If you’re not sure, or if you know that you’re only halfway there, I suggest taking a look at the Content Model that SiriusDecisions created for building a revolutionary content marketing operation. A key takeaway from the SiriusDecisions Content Framework is that “The new paradigm requires a practical, thorough, and rational decision-making framework to guide new content creation.”

Ready to learn more? Spend some time unpacking the SiriusDecisions Toolkit, which includes an overview of the Content Model, a video of Erin Estep presenting the research, and additional reports. Check it out, and learn how your team can revolutionize its content operation.

via Business 2 Community http://www.business2community.com/content-marketing/b2b-marketers-inciting-content-revolution-0629058?utm_source=rss&utm_medium=rss&utm_campaign=b2b-marketers-inciting-content-revolution