Closed B2B sales aren’t like persuading people to buy new sparkling water or a match-three app. B2B products aren’t being purchased on the spur of the moment. Make a compelling case for your product or service and you’ll have a better chance of closing sales.
Table of Contents
What is content development?
What is the significance of content creation?
The spray-and-pray approach is an alternative to content development: make a lot of content and smear it all over the place.
Ads everywhere, emails in every inbox, and promoted posts on every social media feed are all symptoms of a bad case of spray and pray.
Spray-and-pray isn’t the best approach if it makes you recoil a little bit after reading that. The vast majority of people loathe being inundated with generic advertising.
As a B2C seller, you might get some random conversions, but as a B2B seller, it’s usually a massive waste of time and money. You have a smaller pool of potential customers, each of whom has a well-defined set of requirements.
Using content development, your marketing dollars are put to better use by putting relevant and effective content in front of actual leads.
In other words, you have to go to where your audience is. Marketing campaigns should include content tailored for email, social media, your website, and any other online location where leads congregate. It’s easier to spray all those bases if your campaign isn’t focused.
Marketers who excel understand the importance of putting the needs of their customers before their own promotional messages. With a scattershot approach, you don’t get the harmony between the message, the audience, and the platform. To make your content even better, you’ll need a well-oiled development machine behind you.
How to Develop B2B Content that Crushes It
What does a successful content creation process look like? Step by step, here’s how it works:
It’s time to close the feedback loop at the end of your content development process. Go back to the drawing board with everything you’ve learned and start all over again with a new content strategy that is even more effective.
For this reason, it is important to have a content strategy in place that is built on the foundation of thorough research into your target market’s needs, as well as being measurable, unique, and interesting to your target audience.