What Do Buyers Want?

November 6, 2012

You have created all that content, invested in a marketing automation system, and still the leads are not converting. Who is to blame? First, take a closer look at your content and answer the following questions:

1. Does it have your product name sprinkled throughout?

2. Does it focus on what your product does and describe features?

3. Does it use technical terms and acronyms?

If you answered “yes” to at least one question, your content might be the one to blame. So it’s time to clean up the house.

Cleaning Up Your Content

The best way to start cleaning up your content is to review it with a buyer’s eyes. What do buyers want? Try this:

A. The CFO doesn’t want another financial management system, she wants month-end closings to happen faster and without errors.

B. The VP Sales doesn’t need a new CRM system, he needs a better way to keep in touch with current opportunities and gain better visibility into the pipeline.

C. The Marketing Manager is not looking to replace the email software, she wants a better way to generate qualified leads.

Sometimes marketers and especially product marketers suffer of what I am going to call industry-induced content myopia. Just because every other vendor in the industry uses certain terms and creates certain types of content, it doesn’t mean you should follow their lead. Instead, take a breather, spend some time in another department, and ask for your 8 year old to review the latest customer case study you just published.

Yes, is tough to create content that will rise above the noise, that will get picked up and shared, but creating content that talks about what the buyer really wants is a good first step. What are you waiting for?


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