4 Reasons Your B2B Content Isn’t Noticed By Customers
Sander Biehn is founder and CEO of Thought Horizon, LLC. After a successful career in sales at AT&T, he founded his company in 2013 helping organizations to build, manage and succeed using social selling.
Are you planning to spend more on Content Marketing in the coming quarter?
If you are like most other marketers, your answer is, ‘heck yes!’ But regardless of your single-digit click-through rates, web metrics or Google Analytics you most likely also have a sinking feeling in your gut.
“Is there really any return on the agency dollars I am about to spend on content? Can I actually expect more sales and leads?”
If you are satisfied in just promoting awareness and consideration, read no further. However, if you wish to truly reach your customers and start sales conversations, here is the self-help you need to answer the question,
“Why isn’t my content being noticed?”
1. It isn’t given a long enough life-span – A single blog page, a few tweets and a mention on your company LinkedIn page isn’t going to cut it. Each and every blog needs multiple ties to other content you have already created. Blogs need to live not just on blog pages, but also landing pages that offer additional help and are marketed in email blasts and on other marketing collateral.
2. Your Sales Team didn’t bless it – Marketers know best when it comes to simple awareness and consideration, but for the crowd who is still reading this blog, you see the limitations in ROI in comparison to the effort to author a blog. So why not start with sales?
What do your customers care about the most?
What would interest them?
Even if the topic seems narrowly focused and technical, if it is driving a single multi-million dollar B2B sale, perhaps it contains the ROI you are looking for.
3. No one is sharing it besides you – Your thousands of Twitter followers are paying about as much attention to your content as you are to theirs. You need a better plan to meet targeted buyers than simply leveraging your own brand’s social media handles.
If only there was a group of people who were connected to the most interested buyers who could promote your content?
These ‘influencers’ aren’t hiding in some far away chat group. Like the Wizard reminded Dorothy in ‘The Wizard of Oz’, that power has been inside the four walls of your company all along—it’s called your sales force. So, how do you get them to share your content? You need a social sharing tool like Ready For Social™ from Thought Horizon along with our program and content management, but I digress…
4. You aren’t creating enough of it – If your agency is charging you any more than $250 per blog you are overpaying. Talk is cheap and so is content. If your review process for blogs takes any more than 2 days, you are moving too slowly. Get over it. Social posts need to be timely, relevant and not over-developed. Great content won’t save the day (apologies to Mark Shaeffer and other bloggers who have tried to convince you otherwise for years).
So get busy, double your content and cut your costs in half. Be heard above the noise by being ultra-timely and conversational.