Category: Content Marketing
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B2B buyers are conditioned to view vendor-provided information with a healthy dose of skepticism, and this makes lack of trust an elephant-in-the-room issue for B2B marketers. Lack of trust produces a major drag on marketing performance. If buyers don’t trust what you say, they won’t give you credit for understanding their needs or providing relevant,…
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There’s no longer any doubt that thought leadership content is having a major impact on B2B buying decisions. Several recent research studies have shown that business buyers are consuming more thought leadership content than in the past, and that thought leadership affects decisions at every stage of the buying process. Research has also shown, however,…
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Delivering outstanding customer experiences has become a primary strategic objective for both B2B and B2C marketers. In the 2017 Digital Trends report by Econsultancy (in association with Adobe), surveyed marketing, digital, and ecommerce professionals selected optimizing the customer experience as their single most important opportunity for 2017, and they identified customer experience as the primary…
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Last week, the Content Marketing Institute and MarketingProfs published the first report relating to their latest annual content marketing survey. B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends – North America is based on the responses of 870 survey participants who said their company primarily sells B2B products or services. These respondents represented a wide…
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Credibility is the single most important attribute of great marketing content. Effective content must also be relevant and valuable, but if potential buyers don’t see your content as credible, they won’t give you credit for relevance or value. Here are two ways to increase the credibility of your content. Several recent research studies have contained…
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Business buyers broadly agree that thought leadership content has a significant impact on their purchase decisions at every stage of the buying process. But they consistently rate the impact of their organization’s thought leadership content substantially lower. That is one of the more ironic findings of a recent study by Edelman and LinkedIn. How Thought Leadership…
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There’s no safe middle ground with it comes to thought leadership. It’s a classic double-edged sword. Great thought leadership makes a positive impact on buyers at every stage of the buying process. Poor thought leadership, on the other hand, will result in lost business opportunities. These are some of the major findings of a recent…