B2B content marketing: trust the facts

As pointed out in the 2012 B2B content marketing report, with progress in the development of content marketing strategies, organisations are seeing better results. That’s the good news. However, only 39% of the 1092 marketers questioned are aligning their content with different stages of the buying cycle and many feel challenged to stay relevant and compelling for their audiences. 41% say their biggest issue is producing the kind of content that engages prospects and customers.

To provide some pointers to address this very issue, UBM TechWeb surveyed some 240 business technology decision makers and asked them, directly, what they wanted to see from vendors. The results are shared in their buyers research study, 2012 and the correlation is striking: 86% of respondents said that vendor information didn’t meet their needs. The scary consequence also revealed in the report is that 79% of respondents indicated that the quality of information significantly affects their decision to do business with the vendor—a sure incentive to make us all try harder.

Good advice

Here’s the advice we took away from their findings that could help you deliver the content your customers are looking for.

77% said that the value proposition from the vendor was unclear. With solid preparation and well-crafted messaging, concise and precise communication becomes the norm. Put the effort in at the front end and the rewards will come.
64% said they wanted to see more facts and figures to support claims and 77% of respondents cited too much marketing fluff. In this age of hype and spin we can differentiate ourselves with substantiation. Seek out those proof points—the customer endorsements, the statistics, awards and analyst comment—they’ll make your proposition more believable.
44% decried the lack of real-world examples in vendor material. We’ve been saying for some while now that case studies are a crucially valuable asset and well worth the investment. Here’s more evidence to the benefits of capturing the customer’s story.
41% said they’d only consider information that’s less than 12 months old. We know the IT world moves fast and so do your customers, which is why they trust newer content. Keeping content fresh with a clear policy for repurposing, updating and taking down content is just as important as creating new communications when it comes to building trust with your customers.

If you need any help with this, you know where to find us…

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