This article was originally published the LinkedIn Marketing Blog.
When it comes to modern content marketing one key challenge is creating content that's relevant for each decision maker, at scale, without killing yourself. You’ve got your work cut out for you! Here's how to tackle the challenge.
Understanding your buyer—how she thinks, her purchasing preferences, where she chooses to communicate and how—affects not only the type of content you create and share, but where and how you share it. As a marketer, it’s your job to have a strong grasp of each audience segment and be able to personalise the messaging for each. When you consider that most enterprise-level companies employ not one buyer, but an entire committee, it’s easy to see how difficult it can be to reach them all in the appropriate way. Research from CEB in 2017 found the number of people involved in B2B solutions purchases has climbed from an average of 5.4 two years ago to 6.8 today.
Each professional on a buying committee comes with a different background—and if recent data has anything to say about it—different generations, who think and work differently. More than 80% of buying committees include at least one millennial employee, according to one recent study. And one in four millennial buyers don’t reach out to a brand until they know exactly what they want. In order to connect with each one, you have to understand their specific role and personal preferences. Buying committees are typically made up of a primary decision maker, a project manager, influencers and researchers.
Thankfully, we have digital tools to simplify and organise the process. But simplifying doesn’t translate to connecting. How can we do that in a meaningful, authentic way?
By providing real value to each influencer.
When it comes to icebreakers, content is the new martini. Connecting, building trust, establishing thought leadership and adding value can all be done via content. Follow this simple three-step approach to crafting content that caters to the right audience and buyer persona.
The proliferation of buying committees has made connecting with decision makers a challenge, but with the right initial content strategy and using the right digital tools, modern marketers can make valuable first impressions and continue to add value throughout the buyer’s lifecycle.
If you'd like to learn more we'd encourage you to check out the fully updated version of our Ultimate Guide to Content Strategy.