Marketing Interactions

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Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

Anyone who’s ever heard me speak on the subject of personas knows I’m passionate about the usefulness of every bit of information included in a B2B buyer persona. Reveal information needed throughout the buying process. Inform the tone, style, and voice for content. Where did you find the most helpful information?

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Point of View in B2B Content Changes the Game

Marketing Interactions

Edelman and LinkedIn recently released the 2021 B2B Thought Leadership Impact Study. Likewise, the things that leave buyers wanting are similar in this report as in other buyer preferences studies, including (by order of importance): Overly focused on selling rather than conveying valuable information. The noise is deafening.

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

Wrestling to understand a lot of conflicting information gathered during research. Most of the information they gather and conversations about solving the problem take place without your sales rep in the room. Put simply, sales reps have a huge opportunity to engage buyers in better conversations supported by relevant content.

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Put B2B Content in Context Across the Customer Lifecycle

Marketing Interactions

I want insights that help me see things relevant to me in new ways. B2B Salespeople say: It’s like an archeological dig to find content that’s relevant to buyer situations – if that even exists. What new questions or curiosity did the information uncover for them? B2B Buyers say: Give me messaging I can understand.

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How to Apply a B2B Buyer Persona to Your Content Marketing Strategy

Marketing Interactions

In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona. It can be like herding cats because our financial information is so hard to use.

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It’s Not the Format of Your B2B Content, It’s the Relevance

Marketing Interactions

Or you’re scrolling through your LinkedIn feed, and something catches your attention. Whether the infographic serves your needs is dependent on the information in the visual, not the format of the visual. Instead, B2B marketers need to understand the relevance and impact of content experiences, not one-off encounters.

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