What’s the content you just can’t resist? Each of us has a soft spot – “how to” stories, “why” stories, or stories about a hero overcoming the forces of evil against all odds. What’s irresistible differs for you and me − and for each of your buyer personas. The better you understand your customers, the …
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When the average American is multi-screening most of the day, what are marketers to do? How can you win buyers’ limited attention? Be provocative. Create challenger content. Create original content that tells your buyers something that they didn’t know − about a problem or opportunity they didn’t know they had. Yes, within your customers’ subconscious …
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How does the buyers’ journey look, seen through the eyes of buyers? On big-ticket, carefully considered B2B purchases, the buyer’s journey is often strewn with obstacles. To cultivate sales, content marketing must make the buyers’ path crystal clear. Understand buyers’ needs, their worries, and their questions. Give them the exact information they need to move …
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Ready for 3 days of learning from the Business Marketing Association 2015 #BMA15 conference, packed into 15 aha! moments? Here goes. What’s changing with B2B buyers? Buyers are doing more searches than before. The typical B2B purchase now involves 12 searches, says Jim Lecinski of Google. Yet buyers are looking at fewer brands. In fact, 60% …
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Content marketing can’t afford to become a quest for perfection. That’s because perfect content is the enemy of good content. Chasing the holy grail of perfect content actually yields fewer results. Pursuing perfection is a game of rapidly diminishing returns. Put too much time into one piece of content, and you rob all the other …
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Most consumers develop ingrained shopping habits. We consistently shop at the same supermarket, frequent a favorite dry cleaner, and drink coffee from our usual shop. Unless a life-changing event comes along to upend our buying habits, our buying becomes predictable. We don’t think too much about each purchase. But when there’s a major event – …
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