3 Damn Good Reasons for B2B Marketers to Drink the Content Kool-Aid

This ain’t your grandfather’s media landscape.

As people turn a blind eye to banners and display a preference for useful information over useless marketing drivel, it’s probably safe to say that content marketing isn’t a trend, it’s a way of life. At least for marketers who want said life as marketers to continue.

So, what’s the driving force behind it? Content marketing works. And here are 3 damn good reasons it does: 

1. A content marketing platform is the best prospecting and retention tool you’ll ever have.

Think about how people make buying decisions:

• They Google things
• They consult their social network (online and off)
• They check out what bloggers have to say
• They research brand websites and read customer reviews

In other words: they seek information. If your brand is publishing the information, logic dictates that you’ll have a better chance of getting them to consider you (acquiring prospects) and getting them to stay with you (retaining customers).

2. Content leads to sales.

People buy from who they like. They like who they know. And they know who they are exposed to. If you start at the end of the sentence and work your way to the beginning you can see the value content has on getting the sales cycle started. (Also, see point #1. If you’re generating leads you’ve got a better chance of closing the deal. Of course, your salesforce needs to do their part, but content gives them more at bats).

3. Smart content elevates your brand and educates the market.

If you sell stuff, you’re in the customer education business. And the better you are at educating customers, the better chance you have to sell them stuff. Ever wonder why you love that auto mechanic that can explain why your transmission is blown as opposed to just handing you a bill? Because he is educating you and in the process helping to build trust.

Now think of your own industry: if you are out there making sense of the market on a daily basis through smart analysis and careful contextualization you’ll start to build the reputation as the smartest guy in the room. It’s good for the industry and it’s good for the brand.

[Image: srqpix]