We now can generate more content than ever before, but should we? What if we knew what buyers wanted and made more of that instead of producing what’s fast and/or easy?
Last month, I shared insights from our research highlighting the gap between content marketing and the buyer’s journey.
Specifically, roughly 80% of closed sales deals we evaluated couldn’t be connected to marketing content. Naturally, that led us to the question: what content did we find that we could connect to the journey?
The types of content that resonate with clients
We analyzed client sales and marketing data from five industries and conducted primary research with buyers and sales representatives (SDR/BDR/AM/CSMs). The content we discovered fit into one of the following four categories.
Case studies/use cases
Contrary to conventional wisdom, we found that case studies were used/consumed at the beginning of the buyer’s journey rather than later. BDRs/SDRs used industry case studies or solution-specific use cases to build credibility early in the conversation.
Events
Content related to user events received considerable attention. Industry events where companies sponsored or provided speakers also performed very well.
Webinars were hit or miss. Most interest went toward topics related to industry trends or use cases. We also found that attendee-to-lead conversion was increasingly more difficult in late 2023 and 2024.
Research
Research performed well in certain industries. In professional services, cybersecurity and life sciences research on hot topics (AI, threats, market dynamics) were the best performers.
We found that content syndication generated interest but didn’t convert well to sales-qualified leads (SQLs). Additionally, interviews revealed that research was, for the most part, under-leveraged by sales.
Dig deeper: A B2B marketer’s guide to long-form content
Website
While not traditional content marketing, a website is a source of content. Using GA, Demandbase and 6Sense, we found that buyers hit the web at the beginning and end of the sales process.
However, we didn’t find a consistent pattern. Because marketing directed audiences to specific landing pages, it is difficult to measure genuine interest. We did notice that email campaigns, unlike content syndication campaigns, led to spikes in web traffic.
Recognizing your audience’s content preferences
This is in no way a complete list. As I mentioned, visibility issues between sales and marketing systems did limit our ability to see all content.
Even so, here’s the point. Prospects have a preference for certain content. The same can be said for buyers and customers. Understanding that preference could present an opportunity to do more with less.
Think of it this way: We found that some companies have a piece of content that is, in a sense, a “brand.” It could be something well-known in the industry or produced annually, like the report mentioned above.
Instead of being on the content hamster wheel, pumping out more and more content, you could focus on getting additional value out of the branded content and “atomizing” it.
What does that mean? For example, the research report I just mentioned can be mined for new, smaller pieces of content. Most reports have a heavier cognitive load than most attention spans will tolerate at one time, so breaking the insights into smaller pieces will increase consumption.
Take a section each quarter and turn it into an ebook featuring one topic. Use eye-catching graphs for monthly social media posts. Create a quarterly webinar on a finding and use the attendees to build your survey list for next year’s report.
The same thing can be done with events. Over six months, tease the speakers, venue, attendees, presentation, etc.
There is an undervalued opportunity to create better-performing assets by leveraging what you have already built rather than building new ones. It’s hard to gain mindshare with audiences. If you have known content, keep reinforcing the value of the information.
The goal of content marketing is consumption, not creation. Focusing more of your efforts and resources on doing more with what is being consumed will reduce the need for creating new content.
Dig deeper: B2B content marketing: Driving success through strategic content creation
The post The 4 types of content buyers want appeared first on MarTech.
# Understanding the 4 Key Types of Content That Appeal to Buyers
In today’s digital age, content marketing has become an essential tool for businesses to attract, engage, and convert potential buyers. However, not all content is created equal. To effectively appeal to buyers, it’s important to understand the types of content that resonate most with them at different stages of their purchasing journey. By tailoring your content to meet their needs, you can build trust, establish authority, and ultimately drive conversions.
In this article, we will explore the four key types of content that appeal to buyers: **educational content, entertaining content, inspirational content,** and **promotional content**. Each type serves a specific purpose and plays a unique role in guiding buyers through the decision-making process.
## 1. Educational Content
### Purpose: Inform and Solve Problems
Educational content is designed to provide valuable information that helps buyers solve problems, answer questions, or better understand a topic. This type of content is particularly effective in the early stages of the buyer’s journey when potential customers are seeking knowledge and clarity about a product, service, or industry.
Buyers often begin their journey by researching solutions to their pain points. By offering educational content, you position your brand as a trusted source of information and expertise. This helps build credibility and fosters trust, which is crucial for nurturing relationships with potential buyers.
### Examples of Educational Content:
– **Blog posts and articles**: In-depth guides, how-tos, and tutorials that address common challenges or questions.
– **Ebooks and whitepapers**: Comprehensive resources that provide detailed insights on specific topics.
– **Webinars and online courses**: Interactive sessions that offer expert advice and practical tips.
– **Infographics**: Visual representations of data or processes that simplify complex information.
### Why It Works:
Educational content appeals to buyers because it empowers them to make informed decisions. When you provide helpful and relevant information, buyers are more likely to trust your brand and consider your products or services as viable solutions to their needs.
## 2. Entertaining Content
### Purpose: Engage and Build Emotional Connections
Entertaining content is designed to capture the attention of your audience and keep them engaged. While it may not always be directly related to your product or service, it helps create a positive association with your brand. Entertaining content is particularly effective in building emotional connections with buyers, which can influence their purchasing decisions.
In a world where consumers are bombarded with information, entertaining content stands out by offering a break from the noise. It can be humorous, thought-provoking, or simply enjoyable, making it more likely to be shared and remembered.
### Examples of Entertaining Content:
– **Social media posts**: Fun, relatable, or humorous content that encourages likes, shares, and comments.
– **Videos**: Engaging video content, such as behind-the-scenes footage, product demos with a twist, or creative storytelling.
– **Memes and GIFs**: Lighthearted content that resonates with your target audience’s sense of humor.
– **Interactive quizzes and polls**: Fun, interactive experiences that encourage participation and engagement.
### Why It Works:
Entertaining content appeals to buyers by creating positive emotions and fostering a sense of connection with your brand. When buyers feel good about your brand, they are more likely to engage with your content, share it with others, and consider your products or services when making a purchase.
## 3. Inspirational Content
### Purpose: Motivate and Encourage Action
Inspirational content is designed to motivate buyers by showcasing success stories, aspirational goals, or transformative outcomes. This type of content taps into buyers’ emotions and desires, encouraging them to take action and envision how your product or service can help them achieve their goals.
Inspirational content is particularly effective in the consideration and decision stages of the buyer’s journey. At this point, buyers are evaluating different options and need reassurance that your solution is the right choice. By highlighting real-life examples of success, you can inspire confidence and drive conversions.
### Examples of Inspirational Content:
– **Customer testimonials and case studies**: Real-life success stories that demonstrate how your product or service has helped others achieve their goals.
– **Before-and-after transformations**: Visual or narrative content that showcases the positive impact of your product or service.
– **Influencer endorsements**: Content featuring trusted influencers or thought leaders who inspire your target audience.
– **Motivational quotes and stories**: Content that encourages buyers to take action and pursue their aspirations.
### Why It Works:
Inspirational content appeals to buyers by tapping into their emotions and aspirations. When buyers see how others have succeeded with your product or service, they are more likely to believe that they can achieve similar results. This sense of possibility can be a powerful motivator in the decision-making process.
## 4. Promotional Content
### Purpose: Drive Conversions and Sales
Promotional content is designed to directly promote your product
Recent Comments