Posted tagged ‘marketing message’

B-to-B Content: Provide, don’t pitch

February 13, 2008

Looks like some B-to-B marketers may have lost touch with their customers regarding what kind of content works best for lead generation.

A survey of marketers and content users distributed by MarketingSherpa shows that many marketers picked case studies as the most attractive content.

But nearly as many content users also cited  as most interesting industry research, how-to guides and top-10 lists for improving their business.

“Some B-to-B marketers focused on generating leads don’t fully realize the impact of content when it comes to engaging their audience and reinforcing their marketing message,” says Matt Lohman, Director, Business Development, KnowledgeStorm Inc., which conducted the study.

“The quality of the leads has everything to do with how the message, positioning and format of the content resonates with their target audience, in addition to when and where marketers engage them.”

Obviously, the most attractive content provides lessons and information that can be used. Case studies present a useful problem-solution format to customers, and are extremely attractive if presented in story form. People like a good story that they can learn from — it’s been a dominant format since Aesop began educating people through his fables.

But the operative word for case studies and all other content is form. While everyone loves a story, most people don’t like sales pitches. And too many case studies are simply bad sales pitches hidden in data or technical jargon. Mostly, they extol the features of some particular product or service but impart few lessons that receivers can apply to their own situations.

So, let’s say it one more time: Content should not be data or simple information. It should provide knowledge that can be used in learning.

Maybe that’s why end-users (a technical term, by the way, as if content was just another piece of software) are out of sinc with the marketers.

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