[This is part 2 of the blog series, “The Value of an Always-On Content Strategy in Industrial B2B Marketing.”
As marketers climb on top of each other to get people’s attention, it can feel like whoever yells the loudest wins.
We need to go viral. We need highly polished videos to dazzle. We need to sell, baby, sell.
In a world that feels more and more like the Star Gate scene in 2001: A Space Odyssey with each passing day, why should you zag against the noise and consistently create educational content throughout the year?
Considering that time and marketing dollars are finite, why invest in an Always-On content strategy? What problem does it solve?
Understand That Most of Your Audience Isn’t Looking to Buy
Always-On Content is not about selling. That’s a feature, not a bug.
Think about your entire addressable audience – all the relevant job titles at all the relevant companies in all the relevant industries. How many of those people are actively looking to buy your product?
Not many. Maybe 10%.
So, what about the 90% of your audience that is not looking to buy?
Lead generation and promotion won’t be the most effective because they don’t care about your product right now. If the slice of your audience interested in your product is slim, what should you do?
Build Trust with Your Entire Audience
You build trust by answering your audience’s questions and solving their challenges.
(And how do you win their hearts? When your insights help their professional development and get them promoted.)
Marketers sometimes forget to put themselves in the shoes of their audience.
People don’t like being sold to, especially when they aren’t looking to buy. However, people will stop scrolling if they see something interesting – especially if they think it will help them get better at their job.
Education is the best way to win the attention of the 90% of your audience not looking to buy right now.
Valuable, non-salesy content positions your company as the authority with the answers. That keeps your brand top of mind to your ENTIRE addressable audience, not just the silver slice that’s ready to buy now.
Shrink the Sales Cycle by Building Trust Before They Need Anything
The sales cycle is changing in B2B, especially as younger generations become decision-makers. Screens have replaced steak dinners between long-time partners as the first step in the customer journey.
So, what does the modern sales cycle look like?
Lead Gen Only: People aren’t looking to buy and suddenly they have a need. They dive into the pit of research, looking for options and comparing companies. Eventually, they feel confident enough to request quotes and make a decision.
Now, what does that look like with Always-On Content?
Always-On Content: People aren’t looking to buy and suddenly they have a need. They are familiar with your company because you have consistently produced educational content. They trust your company knows what its talking about, so the prospect feels confident enough to request a quote and make a decision.
Why Always-On Content? Because Trust Doesn’t Grow Itself
Bad marketing: “You can trust us.”
Instead, Always-On Content gives your audience a reason to trust you. You don’t tell them to trust you, you provide value and education to show that they can trust you.
And the long-term impact is long-lasting.
With Always-On Content as one arrow in your marketing quiver, you establish your company as the industry’s go-to resource. And by building that kind of authority, you’ll be their first call when your audience is in the market for your product.
Key Takeaways
- Most of your audience isn’t looking to buy, so lead generation won’t be its most effective
- Always-On Content builds trust with your entire audience
- You build trust by answering your audience’s questions and solving their challenges
- By building trust, you can shorten sales cycles
Resources
- (Free Guide) Always-On Content: A Guide to Build Trust and Drive Engagement
- (Free Guide) Always-On Content: Guide to Answering Questions & Objections
- (Blog) What Does an Always-On Content Strategy Look Like in Industrial B2B Marketing?
Have Questions? Reach Out to These Guys:
Eric Hirth, Vice President of Content, [email protected]
Pat Turner, Social Media Manager, [email protected]
Jesse Severson, Content Marketing Manager, [email protected]