Join the club. A recent Marketingprofs survey among B2B Marketeers reveals that ‘producing engaging content’ today is their biggest challenge. ‘Contagious content’ is indeed another Marketing buzzword. But a crucial one if you want your company to stand out in a 2.0 information era! Have you managed to convert from a push to a pull lead generation strategy?

How does the quality of content impact your business

Traditional patterns have changed, sales no longer being the primary source of information to your prospects. Information today is everywhere and buyers go looking for it out there. It is precisely Marketing’s role to make sure that suitable and catchy content is available for potential customers in every phase of their buying cycle, right at the places where they expect to find it. Educate the market through contagious content and make sure your company will be top of mind as soon as potential clients get ready to buy. How will engaging content impact your business?

• Become a thought leader
• Drive web traffic

But most important:

• Lower your lead generation cost and boost the amount of qualified sales leads
• Improve the activity rate of sales
• Increase the hit-rate

Creating value content: where to start

A few guidelines to get started creating demand through content:

• Contagious content is in no way commercial
  Don’t write about products and features, nor about yourself. Educate your market and start a conversation
• Write on topics that the greater part of your prospects will embrace
  Focus on challenges that your target audience will find interesting, skipping niche topics
• Write as an advisor
  Make sure all content will provide actual solutions to your prospects’ business challenges
  Put yourself in their shoes and feel your buyers’ pain!
• Prove the case
  Make sure to prove your point through customer references and statistics
• Keep in mind that buyers go through different phases when buying
  No shop owner will be interested in the looks or features of your pay terminal before he even considered he needs one! Make sure potential buyers find content to suit their needs in any of their buying stages

One of our customers saw a 28% increase in qualified leads over a period of 6 months after changing the way they comunicate. Looking forward to reading about your challenges and results with content driven demand creation!