Marketing Interactions

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Inclusive Relevance: Your Content’s Job Description

Marketing Interactions

Only 40% of content read by buyers is considered relevant (IDG). So, if your content is sitting unused or isn’t relevant, how many deals are you not even aware you’re missing? Likely because every one of them didn’t have the relevant information they needed to do so. 70% of content sits unused (Sirius Decisions).

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The Relevance Maturity Matrix Helps B2B Marketers Close the Gap

Marketing Interactions

A good customer experience must be relevant. As I stated in my book, Digital Relevance, “…a process for continuous improvement will enable your marketing team to tweak and refine strategy progressively to keep your brand relevant in the face of change.”. Context: The Cornerstone of Relevance.

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Stop Asking B2B Buyers to Take Leaps of Faith with Content

Marketing Interactions

The content we use to engage B2B buyers must resonate and be relevant. However, sometimes we’re our own enemy in the engagement and relevance department. Attention is fleeting if information isn’t relevant. Unfortunately, this is a challenge that marketers continue to struggle with. We’ve all done it. But…crickets.

B2B 149
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Point of View in B2B Content Changes the Game

Marketing Interactions

Just as in a recent post I wrote about format vs. relevance , relevance (as interpreted by the buyer) wins out again. The second one related to subject matter experts is the only one that applies more to thought leadership than other types of content in marketing’s arsenal. Use POV to Win Engagement for Your B2B Content.

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Why Is B2B Marketing So Hyper?

Marketing Interactions

Hyper-relevant. But here’s my real problem with hyper – marketers haven’t mastered relevance, personalization, targeting, or experiences in their original forms. Is this an example of hyper-relevance? It All Comes Back to Relevance. Hyper-personalized. Hyper-targeted. Hyper-everything in B2B marketing! Just ask Google.

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Content-Driven Conversations: The Future of B2B Engagement

Marketing Interactions

If your content isn’t relevant, it isn’t read. Nothing seems relevant to you. Or, if the user is “known” (a contact in your database), the content can be personalized to them for higher relevance. But, as more content floods digital streams, buyers have gotten more selective.

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Misconceptions About B2B Buyer Personas

Marketing Interactions

It’s mission, business objectives and core values to help you weave a thread of company/account relevance throughout your communications, content, and messaging. Get to a level of depth in information that promotes relevance. For example, a goal is never as simple as “grow revenues.” You can call it anything you want.