Over 600 survey respondents, all marketing professionals, were asked about the requirements for content to be considered great. The top three priorities were audience relevance (58%), engaging and compelling storytelling (57%) and information that triggers a specific response (54%). These three factors are the fundamentals of any good B2B content marketing.
Many writers quickly forget that content has a purpose. It’s not just a piece of art; it’s a functional tool to generate leads, sales and revenue. This means that content has to be highly relevant to the decision-maker in order to not just grab their attention,
A piece of content that is short, sharp, punchy and laden with numerical proof and facts though, will certainly make a greater impact. The key objective for a larger piece of content (such as an eBook or tip sheet) is continued engagement.
Having written a concise and interesting piece of content, don’t end it with a flimsy sign-off. Use your conclusion to summarize the issues and the solutions, then follow it up with a strong and powerful call to action. Be sure to give the reader one last good reason to act, and make sure you never fall into the trap of using ‘click here’. An example of a good call to action is…
‘To find out how your business could lower its costs and increase its profits, speak to one of our experts on 012345689 or visit our B2B Marketing Excellence Ideas page.’
While you are reviewing your 2015 successes or frustrations and looking forward to greater success, you can wisely choose Fractional Chief Marketing Officer (FCMO) services or Concept to Execution (C2E) services that deliver real, measurable value and underscore the culture you are building. And an exceptional team that delivers exceptional customer experience.
We can show you how. We do it. We have the case studies that tell the story.
Remarkable team . . . The Slade Group. Reach out and let us respond with a neutral and friendly assessment of where and how your B2B marketing can deliver more measurable results.