Content Marketing Must Be Customer-Centric, Not Company-Centric
You know what I just love? Reading content by a business about their business. In my time as a marketer, I’ve learned that most of the world’s best writing comes when the writer completely disregards the audience’s needs. If I can read an entire history of a company in whitepaper form, I feel like I’ve won the lotto. And I think most people feel the same.
Did you detect any sarcasm there? Because you should.
Here’s why: company-centric content sucks. You would think that enough B2B marketers would have figured that out by now and I wouldn’t have to state the obvious, but here I go: the only good content is content that solves a problem—not sells a product. (Customer-centric means “Help, don’t sell.”)
And yet, a recent survey by B2B Marketing and the UK-based agency Tomorrow People, found that only 38% of marketers consider their content to be “customer-centric.” Let’s think about that for a second, because that means a full 62% of marketers admit that they basically created content to please themselves. (I think there’s a word for that…)
And considering the survey is based on self-reporting, the problem could be even more widespread than the numbers indicate.
How many of us are ignoring our customers’ problems to talk our companies up via content marketing? It’s hard to know exactly, but here’s one thing that isn’t: as B2B marketers, we must start focusing on the Buyer 360—that specific combination of understanding your audience via Buyer Personas and understanding their challenges via the Buyer Journey—if we hope to make an impact with our content marketing efforts and close more sales.
For full findings from the study, read the article at Business2Community.