Elaine Fogel

b2bcustomer-focusHow much of your business-to-business (B2B) content marketing focuses on your company? If it’s a lot, you may want to change direction!

Different studies by the Economist Group and Peppercomm and Corporate Visions show that almost 1 in 3 B2B marketers says his/her content is company-focused, not customer-centric. They add that B2B content fails to change business executives’ perceptions by too closely resembling a sales pitch. And, that’s not what people want to read.

B2B marketers are more frequently referencing their products and services and experts’ points-of-view in their content than curated research and insights, which may offer a broader view of the industry that’s more in line with what executives reportedly want when making decisions.”

The best approach is to treat B2B marketing similarly to B2C - with customer-centricity. Here’s how to flip things around…

  •  Poll your team on topics they believe will be of interest to customers.
  • Ask a sampling of prospects and customers what they want to learn.
  • Check where they hang out and read the posts and articles that are getting more discussion and comments. That should give you a hint.
  • Subscribe to industry/professional news, trends, and research reports you can share.
  • Ask customers if they’d like to share case studies using your products or services with your readers.
  • Solicit questions from your customers and develop a Q & A section on your website, blog, and other content.
  • Videotape customers using your products or services and interview them while they demonstrate.

Simply take the focus away from your company and place it on your customers. Continue to keep tabs on what they like in your content and how much they share it. Once you get going, the ideas will flow.


Got any more ideas to share?


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