I’m dating myself here, but do you remember the old game show, Match Game?
Gene Rayburn used to host it, and it was an interesting merging of 25% game show, 25% comedy show and about 50% of it was a continuous stream of modern day HR violations. You never knew what was going to happen.
That show came to mind as I was thinking about the combination of matching the right content to the right buyers at the right time, along with some level of not knowing exactly what’s going to happen next and some spontaneous comedy (that happens at times, right?) and how it’s a lot like the Match Game.
If you’re too young to have watched that show, look it up on YouTube, kids. (Aren’t those some groovy fashions?)
Following up on my most recent Friday Sales Growth Links post from last week, there’s a lot of interest in our industry regarding how to most effectively feed the best content to your B2B buyers to continue to grow those relationships toward win-win results.
I have another very helpful and practical resource to tell you about today.
CEO and high-technology start-up executive Dave Orecchio (@dorecchio) wrote a post for Bristol Strategy’s Blog (@HighTechMkt) earlier this year. I was reminded of it last week while I was putting together the FSG Links post. Orecchio titled his post: “Learn the Best B2B Content for Tech Buyers.”
In the post, Orecchio draws data from an especially helpful infographic from @eccolomedia. What struck me first was this statistic:
Most buyers consume 2 to 5 assets before they are ready to make a purchase.
At first it surprised me because I felt this number would be higher, but then I thought more about it. It now sounds about right. I’ll likely look at 2-5 assets if I’m researching a solution.
So the natural question to ask is: “What types of content assets should they be?”
THE BIG IDEA
The big idea of Orecchio’s post is this:
Create a content strategy that models your sales process.
ARE WE TALKING ABOUT WHITEPAPERS?
If you’ve been wondering if traditional whitepapers are dead, they aren’t. In fact, this data shows that whitepapers and emails receive roughly the same amount of readership.
That’s great news because a well-designed whitepaper gets to the heart of the problem, the pain point, and the solution you’re offering.
@HubSpot defines a whitepaper well as: “a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.”
It’s not just naming the right pain point to the right buyer with the right solution at the right time. It’s about persuasively doing so.
Orecchio goes on to talk about other types of sales collateral and their interest levels to buyers so you can draw from studies in reforming your current content strategy to align more with your current sales process (Bristol Strategy offers a data sheetabout this) in order be more effective in your content marketing activities.
Oh, and the content you’re sending to users should not be entirely drawn from resources you’ve created in-house.
In fact, finding a strong resource written by another organization, unless it’s a direct competitor, will often speak more effectively to the buyer since someone else is agreeing with your point.
Consider taking on a strong research resource to simply do this, to locate helpful third-party resource, for 15 or more hours/week. If they’re good at what they do, this feed to your sales staff will absolutely lead to more sales.
Orecchio finishes with some important direction in his closing remarks. So, don’t miss reading this post; it has more to offer than what I’ve shared here.
[Reading Time For Orecchio’s Post: 3:00 minutes]
QUESTION ::: In which type of content have your B2B buyers been most interested?
Let’s talk about it…