If useful content is published but no one sees it, is it still useful?
There’s a growing epidemic among corporate content marketers and content producers. It’s a lack of a sharing. I’m not talking about lack of collaboration or not playing “nicey nice” in the sandbox. It’s about letting content die a slow, painful, pointless death after hitting that ever-loving “Publish” button.
Prospects actually WANT to see your (useful) content.
It’s probably no shock to you that there is a LOT of content out there. A daily avalanche, in fact. But that doesn’t mean you can’t compete for your prospects’ attention. In fact, it’s imperative that you do.
Mind you, this is different than the old days where you poured more dollars into advertising than the other guy. Today, it’s a matter of pouring on more *helpful* and *relevant* content. Help your prospect and they’ll take notice. Promise.
As Jay Baer noted in his recent keynote at Content Marketing World, buyers simply demand more content these days than ever before when making a decision: “In 2010, shoppers needed 5.3 sources of information before making a purchase decision. In 2011, just one year later, shoppers needed 10.4 sources before making a purchase decision.”
And we’re not just talking consumers here. B2B buyers are even thirstier for decision-making resources.
“B2B customers contact a sales rep only after 70% of the purchase decision has been made.”
Bottom Line: Useful content is the best pre-sales entity you’ll ever add to your team.
So, if helpful content goes unwritten, it’s a shame. But, if it exists and goes unseen — well, that’s just an outright crime. [click to continue…]