(Due to the change of domains, we re-run earlier posts with corrected links.)
I find a lot of content on BtoB sellers websites. Some of it is pretty good. Some of it is atrocious. But most of it, I think, misses the mark of delivering revenue because of five key flaws:
- They lack deep buyer personas
- They’ve not mapped buyer variables, like job title, buying stage, problem area, etc.
- Their content lacks Catch Factors (Ardath Albee term) – hooks to keep them engaged.
- They lack a marketing automation system to deliver the right content at the right time to the right person.
- They don’t have content stored properly so they can recall and deliver the right message at the right time.
Remember, the goal of content marketing is to move prospective buyers through a buying process. Most BtoB marketing content fails to accomplish that goal.
Content marketing requires deep insights, a real plan, the right tools and the right approach.
I suggest you check out Avitage and Junta42, as well as the numerous experts out there. By the way, Marketo has a great list of Sales and Marketing experts on the Marketing Moguls page. (including us)
