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Why You Should Use Content Marketing

marketbeats Mar 16, 2020
To understand why content marketing is important, let's first take a look at the complete picture of the modern industrial buying process. Industrial buying is an infinitely more complex process than it ever used to be. In the past, business relationships were forged over lunches, golf games, phone calls, and plant visits.

Let's Not Get Nostalgic

These days, most buyers conduct research and vet suppliers long before they ever contact them, a development which shouldn't immediately be categorized as bad. Relationships are now established based on the information readily available to the buyer from Internet and other sources, which means buyers are more informed.

Why Does Content Marketing Work

Content marketing works as it addresses the Who, What, When, and Why.
  • Who makes or influences buying decisions
  • What buyers expect from sellers before making a decision
  • When buying decisions take place
  • Why a buyer should buy from you (influence and thought leadership)
The purchasing agent your sales representative is in talks with right now, doesn't necessarily have final say on a given purchase. Frequently, several individuals are involved in the approval process. We've seen a direct correlation between size of the order and number of individuals involved in making the final decision.
Content marketing addresses customer concerns beyond the business transaction, and provides value beyond the scope of the product or service you are giving. With number of people involved in a decision making process at a company, it's natural to conclude that the buying process is not quick. 

 

Let's face it: Sometimes companies have to address negative issues. Products don't work as intended, bad press occurs, competitors engage in mudslinging, what have you been into? Content marketing can be an effective reputation management tool to proactively handle those issues and find possible solutions.
That you care about them. Content marketing addresses customer concerns beyond the business transaction, and provides value beyond the scope of the product or service you are selling.
Online content is an information source that's always on. It's there whenever a buyer advances in his journey. The best content marketing uses the nature of online research to bring buyers to you, rather than forcing you to constantly reach out. This is the foundation of inbound marketing.
A particular piece of content can also be authored to address concerns that will occur at one or more stages in the buying cycle. This helps maintain your reputation and relationship with the buyer no matter where they are in the buying process.