Content: How To

Win On Value

Great content is a product in and of itself.

Article 4 in the 7-part series on The Definitive Guide to Content Marketing

Most customers want to buy from you. They just need a little help and you can provide it via content. If you have created accurate audience personas and a content matrix based on a detailed understanding of their purchase cycle then, theoretically, you should know what they want (objectives, aspirations) and what they need (rationale, purchase cycle deliverables). So, give it to them. Do the work for them. The easier you make it the more likely they’ll buy.

While consulting for a global architecture firm, we landed a client who had never worked with an architecture firm. She was the head of HR for a large consumer packaged goods company and had been tasked with developing a new corporate headquarters for her company. Fortunately, early on in her purchase cycle, she found our Ebook, “Everything You Need To Know About Creating A New Corporate Headquarters For Your Company.” This Ebook was the result of interviews and research conducted internally at the architecture firm. We harnessed our collective expertise to create a guide for potential clients. We did the work for her. When it works this well, there are many benefits:

  • Greater brand affinity. We provided exactly what she was looking for.

  • A shorter purchase cycle: We saved her a significant amount of time.

  • Winning on value: We were hired and paid for the full value of our work.

There are, of course, challenges to creating great content. It helps if your company is the market leader. If you are in the technology industry and leading in Gartner’s Magic Quadrant then the copy writes itself. If not then you have to work harder. Buyers want transparency, not obfuscation. Don’t try to tell them that Gartner got it wrong. Win on the real value you can deliver to the market. Your prospects and maybe even Gartner will take notice.

Authenticity matters. Don’t try to fake it. Our digital experiences have trained us to spot frauds. As soon as we saw one of our friends post a highly unrepresentative image of themselves on Instagram, we began to realize that much of what we see online is likely not reality. As a result we gravitate towards authenticity and transparency.

Tell a clear and authentic story that addresses the specific wants and needs of your audience. Express the real value your organization delivers and do it through actual employees from your organization.

Next article in this series: Writing & Design: How to Tell Your Story