Create content that converts

Marketers are stuck in a tsunami of content and there’s no way out.

B2B marketers are facing a tonne of pressure to create and distribute content that ticks all these boxes:

• Free
• Interesting
• Relevant
• Shows thought leadership
• Valuable to reader
• Looks good
• Shareable
• Optimised for search

Buyers are bombarded with content from keen marketers, from expert articles to blogs, infographics, video and more – it’s a wild world out there!

When head-to-head with competitor content and vying for the attention of your shared audience, it’s imperative to bring your sales team into the conversation early. They’re probably more into ‘Deal Flow’ than ‘SEO’, but when it comes to content you want (and need) their input. We marketers know our buyer personas and buyer journey really well, but our target audience is our sales team’s best friend, so convince them it’s worth their while.

For most B2B businesses their competitive edge is the knowledge and expertise of their people. So how are you utilising this within your own organisation?

If your answer to that is ‘not often’, ‘not well’, or ‘not at all’ then there’s some good and bad news. The bad news is that you’ve without a doubt not converted potential opportunities because of this, the good news is that this doesn’t have to be the case moving forward, we’ve got you covered.

Speaking from our experience as marketers of tech companies we understand the time constraints, the proverbial spinning of far too many plates, and the ever-growing list of demands from within the business. So, let’s keep this simple. Organise weekly or bi-weekly conversations between your marketing and sales functions and record them on teams, dictate via Word, whatever is the most efficient for you. Make these conversations about real scenarios your sales people are facing.

Struggling to get the juice? here are some suggestions we’ve used in the past.

• How you overcame a recent objection?
• What pull tactics you used to bring a recent top biller over the line?
• What are the common reasons leads are giving for enquiring?
• Are you noticing a change in buyer behaviour this quarter/year?

Your skilled copywriting lead can use these conversations to create content that converts across a variety of channels, and share this back with your sales team for them to use across their own platforms. (We recommend their own LinkedIn channel for lead nurturing or prospecting). It’s a two-pronged attack, creating dual-purpose assets to pull your potential buyer out of the content blizzard, whether there an MQL, SQL or just a contact within your database.

We only talk about what we know and we’ve got a lot of experience with content, including creating a content marketing strategy for an EdTech business that generated 20,000 views each month. If you need some support focusing on the key content areas for your organisation then get in touch, we’re sure we can help.

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