Think content marketing doesn’t matter? 70% of the typical B2B purchase decision is made before the customer contacts a sales rep. They’re not buying blind – they’re getting educated. And they’re getting educated, mostly, online.
I couldn’t make it to Cleveland this week for Content Marketing World but I listened in on this morning’s session with Jay Baer, a top notch content marketer.
A few slides below show some of the highlights of his presentation.
Top of the list has to be the factoid above: if your customers are 70% of the way to their buying decision before they reach out to you – or let you reach out to them – you’d better be doing something to let them know you exist.
A corollary to that: worry less about selling and more about educating. As a marketer, you’re not in control of the process the way marketers were a generation ago. Or even 5 years ago. Customers drive the process, in both B2B and B2C worlds. Educate them, gain their trust, establish your brand, and you stand a chance. Flog, flog, flog and it’s not just their time you’re wasting.
Finally, don’t forget to market your marketing. Get the word out about the killer content you’re creating.
Creating that content isn’t the end of the process; it’s the beginning. Develop a content amplification plan and devote at least as much time to it as you do to content creation.
Tags: content marketing