How to Prepare Content Marketing for Your Customers’ Buy Cycle

 What is the only thing worse than a missed sales opportunity?

Many more missed sales opportunities.

Better still … what causes missed sales opportunities?

According to the 2013/2014 Tech Target Media Consumption
Research Brief, opportunities are lost to competitors because
tech vendors do not have the right content to give to buyers
at the right time in their buying cycle.

In other words, the content is not relevant.

As consumers, we’re now armed with about as much information
as we want before we make a big-ticket purchase, such as a
refrigerator or new car. For somewhat smaller purchases, we can
even compare prices with our mobile phones.

In a similar vein, business buyers are looking for the
information they need as they move through each stage of their
buy cycle to make that ultimate buying decision.

The problem is, the information or content your buyer needs
must be immediately relevant to where they are in their
buying cycle.

White papers, Case Studies, and Product Literature                                                                                                                                                                 Still Useful Content for Tech Buyers

Tech Target’s latest research shows that throughout the
stages of awareness, consideration, to decision, white papers,
case studies and product literature are all useful pieces of
content to help them decide on a vendor.

Specifically in North America, the most relevant and popular
media consumption by buyers is online videos at the awareness
stage, trial downloads and vendor comparisons at both
consideration and decision-making stages.

White Papers Still Number One Content Marketing Tool

BtoB Magazine’s study “2013 Lead Generation: Optimum
Techniques for Managing Lead-Generation Campaigns” points out
that white papers are considered the number one content
marketing tool, cited by 72% of their respondents.

This is not surprising, since white papers allow tech
marketers to cast fear, uncertainty and doubt on the idea of
buying from their competitors. This can be quite helpful in
making a shortlist, just as a vendor comparison can.

Aligning with the research from Tech Target about what content
buyers are looking for, BtoB’s research indicates 59% of tech
marketers prefer using online videos, followed by webinars at

More than half (53%) of tech marketers are still using case
studies about problem solving in their lead-gen efforts.

When asked how they might improve their lead-gen efforts in
the next 12 months, 64% of their respondents cited more or

better content that shows their expertise.

As you can see, with the right information or content
available for your sales team to provide to your buyers –
when they need it – you will stand a much greater chance at
improving your sales.

What content marketing media do you use and find works best                                                                                                                                                                                                                                  to generate leads and move your prospects through your sales funnel?

Feel free to have your say in the comments.

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