A Sea of Content

According to the 2016 DemandGen Report, 51% of B2B buyers are relying more on content to conduct research and make purchasing decisions than they did in 2015. Content has become such a critical part of the sales process for buyers and sellers that 75% of B2B marketers plan to increase their spending on content development in 2017.

eMarketer claims that 60% of marketers create at least one piece of content a day and as of May 11, 2017, there were already 4.46 billion indexed pages on the Internet. This begs the question—with everyone producing so much content, how can you make sure that yours is noticed?

Quote of the Week

“Be so good they can’t ignore you.”

– Steve Martin

A survey by SiriusDecisions uncovered that 60% – 70% of B2B content never gets used. Marketers are between a rock and a hard place—potential customers are seeking content, but your content will simply get lost in a growing sea of materials if it isn’t any good.

The solution is to slow down a bit. Make sure you understand what motivates your customer, then develop content that aligns with the steps of their buying process and says something important. Length and volume are not the goals; relevancy and interaction are. Break your content into strategic messages to use in your e-mail strategy and offer content like white papers, case studies, videos, and opinion papers to enhance direct marketing campaigns.

Focus on doing the right things, not just doing things. Too much of good thing isn’t good!