Look at this chart by MarketingProfs to see what the biggest challenges in B2B marketing are. When you are trying to do B2B lead generation, you need great content.
It’s clear that companies are struggling to create engaging content when more than 1 out of 3 say it is their biggest problem.
So what is remarkable content? The book Content Rules said it well. “”Good content shares value by positioning you as a reliable and valuable source of vendor-agnostic information. In other words, your content
- shares a resource
- solves a problem
- helps them do their jobs better
- improves their lives
- makes them smarter, wittier, better-looking, taller, better-networked, cooler, or more enlightened
- with better backhands, tighter asses and cuter kids
As you can see, the answer is helping the receiver of your message. It’s all about them – making them feel better about themselves (even what they see in the mirror) and their careers. So stop selling and start solving. Or as the chapter of the book says “Share or Solve; Don’t Shill.”
The bottom line: If you want to do B2B lead generation, forget your products and services and start solving problems.
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Only 36% produce engaging content thats shocking!