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B2B Content Marketing: The Importance Of Knowing What Your Prospects Care About

“What should my content be about?” That is the most common question I hear from B2B marketers. Well, it should be about something your target audience cares about. For complex B2B purchasing decisions, target audiences are comprised of a buying team of a half dozen members or more working in collaboration to solve a problem, not necessarily buy something. To attract them, the content we create should be about the problems they’re trying to solve. Discovering our prospects’ biggest cares isn’t often easy, here are four ways to do it.

• What Is The Secret To Building Trust With Potential Buyers?
• Content Is King, Or Is It?

• 5 Tips To Achieve B2B Marketing And Sales Alignment

  When we speak about marketing and sales alignment, we most often mean alignment between the two. However, the most impactful is when both marketing and sales are aligned with the journey that buyers navigate to make purchasing decisions.

• Taking Your B2B Content Marketing To Infinity & Beyond With A Customer-Relevant Purpose

  For those of us in the marketing and sales profession, we’ve long respected John Deere as the pioneer of content marketing. They first published The Furrow in 1895 and it is still published today in print and digital forms. They have the most enthusiastic brand loyalists on the globe, and perhaps one day throughout the universe.  Why does this work so well?

• When The Economy Is Down, Decisions Go Up!

  I’ve lost count of how many months we’ve been anticipating a recession and many economists still feel it is imminent, although maybe not as severe as we once thought. And that’s sufficiently vague to keep business leaders nervous enough to be more personally involved in spending decisions.

• Focus On The Client Journey, Leadership, Continuous Learning: Insights From A Career In B2B Sales And Marketing

  Within minutes into my conversation with John Phillips, Vice President of Sales at Pharmaceutics International, Inc. (Pii), I realized that I was speaking with someone with 30 years of experience and wisdom working in the life sciences industry. He is strategically thoughtful, pragmatically tactical, resolutely focused on his customers, and cares deeply about his team. He shared some of the most important things that have served him well throughout his career. 

• What Do Your Taglines Say About Your Customer?

  Taglines are the staple of marketing communications. They appear in our B2B advertising, on our websites, and in just about every bit of copy we produce for external audiences. But, what do they say to and about our customers?