In content marketing for lead generation we know we should focus on the customer and their needs, and not about ourselves and what we’re trying to sell. Here are four questions that help ensure every blog post, white paper, bylined article or other marketing content focuses on what the reader needs.
1) Have I told the reader why they should care? In the B2B market the customer needs to either sell more or save more. All the latest buzzwords (the “agility” of cloud computing, the “insights” of big data, the “innovation” generated by social media) are new, technology-enabled ways of reaching either or both these goals.
When you announce multi-cloud support in your storage virtualization “solution,” describe how it lets customers shop for the lowest-priced cloud provider. When you proudly announce a new reseller or OEM distribution agreement, explain how this makes it possible, for the first time, for businesses in the upper Midwest to get overnight support for your products.
And if you can’t explain why the reader should care, don’t tell them. It only trains them not to listen the next time you come calling with marketing content, and hurts your lead generation.
2) Have I told the reader what action to take, or not take? Like you, your customers are doing two or three jobs at the same time and need the advice or insight you have to offer – quickly. The best place to describe it is near the beginning of each piece of marketing content, and in clear, simple terms.
- “When starting an enterprise architecture program, talk to the business managers to be sure you’re meeting their critical, short-term needs. Otherwise, you’ll produce a useless ‘science project’ that will hurt your career.”
- “If your outsourcer is doing a lousy job, it can be less expensive and easier to fix the relationship than to replace them. Make sure you’re doing a good enough job clarifying your expectations, and are treating them fairly on pricing and other terms as your needs unexpectedly change.”
- “To see how different configurations of solid-state disk would improve your database performance, click through to our on-line estimator.”
3) Does your marketing content tell the reader something new, or given them a new way of thinking about a subject?
With so many vendors self-publishing on the Web, you can’t afford to repeat what the reader already knows, or that is self-evident, in your marketing content.
- Instead of: “We listen to your needs and develop a custom solution backed by our factory-trained technicians.”
- Try: “Unlike mere “resellers” we give you the home and cell phone number of a dedicated account rep who’s paid based on your online ranking of his performance.”
- Instead of: “Cloud storage can help enterprises cope with the cost and management challenges posted by the exponential growth in application data.”
- Try: “While some tout the `cloud” as a cure-all for your data storage problems, it’s actually best-suited for non-regulated applications where latency is not an issue.”
4) Does every piece of marketing content refer to terms, problems, examples the reader will recognize?
Improve your lead generation by showing you understand the unique needs and everyday concerns of your target market. Replacing buzzwords with specific examples is a great way to do this.
- Instead of: “Automated storage provisioning reduces the cost and delay of meeting enterprise storage needs.”
- How about: “Tired of getting yelled at by the development staff asking `Where are my test systems?’ Automated provisioning lets you close out those service tickets with a click of the mouse.”
- Not so good: Proper involvement of the legal staff can assure the proper negotiation of outsourcing contracts.
- More specific and real world: Your corporate attorney should not just say “no” to every outsourcing contract clause they don’t understand. They should focus instead on the areas that make or break deals, such as carefully defining service levels, assuring change control so the outsourcer isn’t overwhelmed with unexpected work, and creating a partnership instead of an adversarial relationship.”