One of the biggest challenges content marketers face is developing compelling content that will attract B2B buyers. Here’s one suggestion that few B2B content marketers consider.
Let me start with a story.
Years ago, when I was an editor for PC Magazine, I was assigned the task of developing, managing, and editing a special “blockbuster” issue about software applications that help investors select stocks. We enlisted trading experts and IT staff at several large brokerage firms to help us evaluate the software.
Although these people were used to making gobs of money in their day jobs and we paid relatively little for their efforts, they eagerly worked on this project. Part of the reason they participated in the project was that they liked the publicity of being featured in a large, well-known publication. But the more important reason was that they believed that they needed to explore every single one of their software options to make sure their firm knew which ones would give them a competitive advantage.
As a result of this project (and discussions with many other IT buyers), the editors at PC Magazine ultimately redesigned the format of the publication. Instead of writing general interest articles about personal computing, the magazine ultimately concentrated on product evaluations. Not only did product evaluations become their sole focus, they also made a point to review every single product they could find in a category, rather than just the top five to 10 products.
Today, the market has consolidated and IT buyers no longer have a choice of dozens of IT solutions to every problem. Nonetheless, IT buyers are voracious consumers of solid information about how to address their challenges—particularly since fewer trade publications are available to talk about these issues.
Marketers can provide a valuable service by developing white papers that compare and contrast the various options available for solving specific problems. While a vendor may not be able to get away with a white paper that actually ranks competitive products the way PC Magazine does, it can provide frank discussions of the types of technology options available in a particular category and their pros and cons for different applications.
So consider white papers that compare technologies as part of your content mix. This information is sure to be of great interest to your buyers and will allow you to position yourself as a company that provides true value to your customers.
How have you used technology evaluations in your marketing efforts?
Hi Cheryl,
Great stuff. I concur, as I am about to start on a white paper project with a high-tech company who wants to me to write about how their customers can conduct a detailed product comparison themselves.
Keep the content coming!
Posted by: Fernando Labastida | March 24, 2011 at 01:52 PM
Once again Cheryl you are spot on!
I just did a post called "To cold call or not to cold call, is that the question?" that was a response to a similar question on Linkedin. One of my bullet points was to provide prospects with information on possible solutions to their challenges and then point out why a particular solution might have more value. Another was the same thing only talking about products.
Your post expands on those thoughts and provides tremendous validation. I'll likely quote you, if that's OK?
Best Regards
Posted by: Ray Wright | March 25, 2011 at 01:37 PM
Hi Ray, Absolutely. Thanks for your thoughtful comments. Cheryl
Posted by: Cheryl Goldberg | March 25, 2011 at 01:44 PM
B2B marketing help you a lot for getting more growth to the business. However B2B services must be strong to provide a good services. Thanks for sharing.
Posted by: Integration Solutions | August 09, 2011 at 05:54 AM