When writing copy, assume that your product is the last thing on your reader's mind." Bob Bly shares this great insight in his special report Bob Bly's Secrets of Successful Business-to-Business Direct Marketing. And yet, much of B2B content marketing Jewelry Retouching is relatively immature, focusing on product, features, and benefits. As the research reveals Media Says “B2B Buyers Think White Papers Have Too Much Marketing Hype, Not Enough Jewelry Retouching Truly Unbiased Information, Too General Information, and Too Long” B2B Buyers Think White Papers Are Overhyped, Biased, Too Long & General via Click To Tweet Forrester reports that 71% of B2B marketers say that their content features case studies or customer testimonials, [but] only 3% admit this is a primary goal.
What should you do in your content? What actually works? Questions like these bothered me for a long time. I researched, brainstormed and networked to find out what really works. I checked 100 homepages of B2B tech and software companies to see how many assume their product is the last thing on their audience's mind. Here is what I Jewelry Retouching concluded. How to move from product marketing to content marketing Buyers don't decide the way you think You might think that B2B buyers follow a fairly linear process: recognize the Jewelry Retouching problem, discover what they need in a solution, research possible solutions, request and evaluate proposals, make their decision, and evaluate it in action. Simple and straightforward, right? Well, that's not really how buyers' minds work.
They go through the stages of awareness in a more "spider's web" way. This graph from Forrester illustrates what would take me thousands of words to explain: B2B-buyer-behaviour Image Source: Forrester Your homepage is most likely Jewelry Retouching the most viewed page of all your content in the long run. If you're aiming for perfection in your marketing, this is the place to do it. I checked 100 homepages of B2B software and technology companies to see Jewelry Retouching if they discussed: buyer's pain fear of loss Commercial value Personal value Conflicts of actors Product Features and Benefits During the assessment, I marked a yes or a 'no' for each of the six characteristics.