Traditional content programs focus on telling buyers about the vendor, its products, services, features, functions and benefits.
A radical re-orientation is required. This demands a shift in thinking with new methods to create truly buyer relevant content, quickly and affordably. Many people lack a clear vision of what it means to create buyer relevant content.
While most marketing pundits admonish “thinking like a publisher,” there is relatively little instruction and guidance for how to “create content like a publisher.”
Enlightened marketers who are committed to this approach become constrained by others throughout the organization who do not fully understand or appreciate the importance and nature of new approaches. Therefore, budgets are not re-allocated, source resources are uncooperative, and key executive and sales constituents continue to request traditional but low value support.
We live in a world where the proverbial short attention span has given way to no attention span.
Time spent on web pages or reading content is measured in seconds – often on mobile devices by busy people on the go. How much learning or true understanding can really occur in that scenario?
The size of buying teams has grown to four to sixteen with representatives from many functional areas participating.
As a result, vendors must create content that encourages buyers to share with colleagues. Issue, role and buying stage specific content is essential.
Video formats are shared considerably more frequently that text formats. The engaging nature of audio and animated visual elements captures and holds attention longer than text, with an emotional element that improves stickiness of even complex or important messages.