As B2B marketers, we have to figure out how to create value, whatever that may be, with potential buyers of our product or service, at precisely the "right time". If we do that, our chances of real lead generation for the complex sale, suddenly increase dramatically.
So what's the "right time?" It's when the buyer realises they have a real problem and they need to fix it. Its causing them pain, a gap has emerged from where they are now to where they want to be. They have too much of bad thing or too little of a good thing.
To propose that "content is king," will not win you any prizes for original thought, it's a concept that one might argue has been true for many, many years, but has gained currency in recent times. There are so many ways to access "stuff" that the vehicle for accessing your favourite content is becoming less relevant. This trend has accelerated with cheap and widely available web access. It doesn't matter whether you access your favourite journalist's most recent article via a newspaper, the online version of said paper, podcast, RSS feed or Tweet.
However what is increasingly challenging, is marrying great marketing content to the right context for the consumer of that content. What is irrelevant one day may become suddenly relevant the next due to a change in circumstances. Timing is everything.
Your marketing content needs to stimulate your potential buyers to think about their problem and the consequences of inaction. Your white paper, blog or newsletter must show you understand what their problem looks like and feels like, you need to be able to demonstrate you can walk a mile in their shoes.
Do you really think your prospect cares deeply about the release of version 9.62b of your latest product, more than they want to read about how to solve their most pressing problem?
But how do we know when the buyer has "seen the light?". How do we make sure your content is at front of mind at that crucial juncture?
Two things need to occur.
You need to design a deliberate content recycling tactic as part of your marketing plan. Recycling relevant content to buyers (i.e. content that discusses the problem they have), dramatically increases the chances that it's in front of their eyes at the right time.
Secondly you need to be able to track the point at which they convert from simply interested reader to troubled buyer and then you need to tell the right sales people to call them.
Write with precision, from your prospect's perspective and recycle this content. Design a process and invest in a tool that allows you to jump onto an opportunity as the troubled buyer identifies themselves.
If you would like help or advice on this topic feel free to reply to this blog post. I would love to hear from you!