Saying that “content is king” has become such a cliché – so much so that I went back and forth on whether I should even say it here. I decided to go ahead, because no one who does marketing can afford NOT to discuss the importance of creating useful, rich, varied content.
Content is king in B2B marketing because long buying cycles mean that rather than pouncing, marketers need to patiently build relationships with prospects. A single inquiry does not turn someone into a sales-ready lead, and sending those leads to Sales would be a mistake. The need to patiently build relationships with prospects until they are sales-ready, a process that can easily take months, brings us to the perhaps overused, but in no way overhyped, concept of “content is king.”
Content is king for marketers because building those relationships with prospects is best achieved by being useful to them and providing them with timely, relevant information. Whether you provide that information that sustains the relationship through social media, white papers on your website or email – ideally a combination of those – the information needs to be of high quality.
“High quality” means, of course, well-written, but it goes beyond that. High quality content is content that is relevant to the audience you serve, and content that is timely for that audience. Ideally, you want to send an email to a prospect that addresses a major pain point for that prospect, and you want to send it at the right time.
While your marketing organization would need to create, or outsource the creation of, great content, making sure it is delivered in a relevant and timely manner can be achieved by automating your lead management process. Marketing automation and sales acceleration tools provide your marketing and sales organizations with the information about prospects that enables them to deliver that great content to the right person, at the right time.
In a market where B2B buyers report that they were the ones who have found the vendor, make sure they find YOU by creating and distributing consistent, constant, high-quality content that keeps your company top of mind when it’s time to make a buying decision.Google+