While content has many functions along the sales process, from lead gen to nurturing to SEO, etc., its greatest value is in helping move deals through the sales pipe to close.
In order for your content to help take buyers through the first stages of their buying journey, you need content that gets your name to the top of Google SERPs, educational content to help buyers understand your space and solution, and content that gently reminds not-yet-ready-to-buy leads of your value prop.
But to complete the journey, you need content that gives ready-to-buy prospects reasons to keep moving the deal forward.
From our experience running hundreds of outsourced sales and marketing campaigns for our clients, the three types of content we have found to be most effective in getting leads to ‘take the next step’ are:
- Checklists/Requirement Sheets
Many times in the early stages B2B content sales, prospects no close to nothing about your space or solution. Management consulting services and enterprise software solutions aren’t like iPods or toilet paper, where the general requirements are well known and risks of making the wrong decision are low. Because B2B sales are more abstract/technical and higher risk than other sales, B2B content buyers sometimes need help shopping.
Checklists and/or requirement sheets can therefore be very valuable to buyers who have never made a purchase decision in your space before. For example, in a B2B content software sale, you could offer a checklist titled, “10 Critical Features to Look for in a XYZ Software Solution” This type of content helps prospects who are nervous about buying feel more confident that your product/service will meet their needs, and they are making the most informed decision possible.
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