Content marketers vie for buyer attention
Smart content marketers are helping us make purchasing decisions in a world dominated by low attention spans.
Content marketing helps you meaningfully sell your product or service on the Web, especially in business to business (B2B) marketing. According to Michael Bremmer, Vice President of Newscred, compelling content and a helpful attitude will deliver solid business results.
Businesses that educate their buyers and help them in their journey will make better results. Those that self-promote and create content for the sake of content will die as someone will strive to give an authentic voice.
Content marketing has blurred the lines between marketing and sales. The modern-day sales rep is now a smart content marketer who helps influence a buyer’s purchasing decision using new tools and a helpful attitude. Content marketers are educating buyers, building long-term relationships and closing deals without the help of traveling salesmen, using data analytics and persona-based research.
With most buyers doing 80% of their research online, there are fewer opportunities for traditional sales folks to intervene. The “delayed engagement,” among prospects offers content marketers opportunities to help in conversions.
In our cluttered world with lots of unwanted information, how can we help our buyers? Bremmer suggests 3 tips to excel in a world dominated by unwanted content:
1. Stop promoting your business. Instead, create content for real people, your buyers.
2. Be the best answer on the Internet for whatever business you are in.
3. Delight your buyers by being the most helpful and be the best educator in your space.