June 20, 2017

Stop Spinning Your Wheels and Start Producing Effective Content

A B2B blog, if mismanaged, can quickly turn into a black hole for a marketing department —sucking up massive amounts of resources like time, energy, money and ideas. When you have carte blanche over what you can publish, and when, it’s very easy to miscalculate and produce large volumes of pointless content.

That’s right: blogging can be a gigantic waste of time if you’re not careful.

Here’s the good news, though: It’s a lot easier to get out of this type of black hole than from a real one!

It’s just a matter of changing your strategy.

Start by eliminating guesswork from your strategy. Stop writing for the sake of writing, and try to get deeper into the heads of your readers. Focus on their biggest pain points, questions and concerns and use this information to create assets that are direct, informative and engaging.

If you can accomplish this, your blogs will have much more weight to them, and will in turn produce stronger results for your organization (in the form of actual leads and sales).  

To help get you moving in the right direction, consider some of the major points from “Demand Gen’s 2017 Content Preferences Survey Report,” which offers unique insight about the habits and attitudes of today’s B2B buyers.

Here’s what B2B buyers care about:

Time: 34 percent of buyers have less time to devote to reading and researching purchases.

The goal shouldn’t be to win a Pulitzer Prize with your content, but to make money and drive awareness about your brand. If you don’t do this, you’re liable to be out of a job in three or four months. So if you can say something in 300 words instead of 1,000, then trim the fat, state your ideas and cut to the CTA. Your readers will thank you for it.

For advice on how to move readers through an article, check out this blog post.  

Trust: 75 percent of buyers place a higher emphasis on the trustworthiness of a source.

Be wary about using statistics in your articles. Use them sparingly, and make sure they are accurate and come from a trustworthy source. Readers can pick up on sloppy statistics very easily.  

Volume: 46 percent of buyers are overwhelmed by the amount of content that is available.

If you can, avoid publishing articles randomly. Stick to an editorial calendar, and make sure that each asset you produce has a clear role in the sales funnel. Otherwise, you could wind up overloading your readers.

Of course, like most marketers you are probably strapped for time and may not have the ability to conduct a comprehensive content overhaul.

Let us do the heavy lifting for you! To learn more about how Content Boost can turn your strategy around, contact us today

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