In today’s economic climate, businesses are finding it harder to gain and hold the customer’s attention. Buyers are assaulted on all sides with disparate, gaudy messages at a time when business pressures give them less time to consider and respond.
The market is tough and B2B marketers face the substantial challenge of providing customers with valued information that will build trust, demonstrate thought leadership and drive revenue.
One powerful tactic is a content marketing approach using white papers to inform and build trust:
- 72% of IT Professionals find white papers “extremely useful”
- 65% of IT Decision Makers rate white papers as “very” to “extremely influential” on purchasing decisions
- yet only 51% of B2B marketers create white papers.
There are challenges. Marketers need to manage two sets of issues.
- Within their own organisations, resources are tight. Leaders lack the time to take a strategic perspective on activities. Their teams lack the time to create considered content that is sufficiently engaging or in sufficient quantity to meet customers’ needs.
- Customers suffer from information overload. Less time to consume more information leads to bad decisions. Customers need accessible, trustworthy sources.
The solution for many businesses is to focus on creating considered, compelling content grounded in two principles: efficient production and efficient consumption.
I’ve just written a paper that explores these issues and explains how successful businesses are designing for efficient production and efficient consumption of their marketing materials.
“Telling Your Story – Winning Customers with Considered, Compelling Content” describes how to create effective white papers for today’s crowded market. It can be downloaded from http://burningpine.com/tellingyourstory.aspx or from the links above.
Let me know if you find it useful.