How to Make Content Marketing Pay Off in B2B
All of Joe’s insights are tremendous, but I’d like to elaborate just a bit on three points that B2Bs should pay particular attention to.
1. Less Content Is More
Joe talks about the value of white space and how Twitter has destroyed our attention spans. More than ever, it’s imperative to eliminate “information dumps” that attempt to convey every conceivable feature and benefit of a product, service, or company. The information dump mentality creeps into all types of content, from web pages to landing pages to brochures.
If you’re lucky, people will remember one or two things about your product, service, or company. The more information you throw in the reader’s face, the harder it is to remember anything. This, I think, is one reason why Joe recommends content that is visually engaging and clean.
2. Personalize Your ContentMost B2Bs place a high value on relationships, but few offer a personalized experience with their content: web pages are stark and impersonal, presentations are clinical, and even social media posts hide behind corporate logo avatars and blog posts written by “Admin.”
It’s always been true that people buy from people, but today blogs and social media have conditioned us to expect the personal touch on traditionally impersonal types of content. Obviously putting a personal face on social media communication makes sense — but why stop there? How about adding short videos to executive bios in your site’s About section? For a PowerPoint featuring a new product, why not show a picture of the man, woman or team that invented it?
Faces draw people in and create the emotional connections that make it easier to place a first order and sustain long lasting business relationships.
3. Visual Presentations Are Hot
Joe’s comments about white papers and presentations are intriguing. Why waste effort on white papers nobody reads when highly stylized, visually engaging presentations are in high demand? Besides the obvious inefficiency, shifting the focus to presentations provides better, more direct opportunities for conversion — you know, turning content into leads or orders.
The challenge here is quality. PowerPoints are a dime a dozen, but great ones are rare gems indeed. However, there are many excellent books and online tips available to help firms improve, and professional creative assistance is equally abundant. The first step to success in crafting a presentation is simply the recognition that a bad presentation is worse than none at all!