In the B2B marketing and sales arena, content without context is equivalent to junk mail in the B2C space — it’s a wasted opportunity. According to Dynamic Signal, 60% of B2B content sits unused, which means millions of dollars invested in content generation and distribution may as well be thrown out the window or down the toilet.
Every day, sales and marketing teams are challenged to optimize sales opportunities and convert potential leads into customers. Much has been written about the need for smart content creation and how marketing has become more important than ever in guiding leads through various stages of the funnel — from generating awareness to creating the urgency to buy products and/or services.
Organizations that take care to invest in “relevant” content will enjoy rewarding outcomes in the B2B sales world. Effective collaboration between different teams is necessary to align content with the sales objectives and leverage it to attract the attention and interest of the customers, and ultimately, lead them toward the buying decision.
Here are some of the ways to create content that adds value and delivers results:
Whatever you end up doing in the content realm, be sure to marry it with the context that makes it resonate and meaningful. There are piles upon piles of available content — much of which can be highly valued and leveraged. Wrapping content in the necessary context will totally change the game. Now get on with it.
How can you benefit from actionable B2B content? From case studies and white papers to infographics and webinars, customers are looking for unique content that not just informs them about what the organization has to offer but also guides them in differentiating the value proposition that is meant to grow their business.
It is crucial to have the right collateral or case study mapped to the buyer journey. As modern buyers are more aware and better prepared for the decision-making process, content creation and marketing efforts need to be precise and measurable to culminate in B2B sales success.