Create Content Your Buyer is Looking For

Today, consumers are influenced by visual content, whether it be video or graphic centric supported by text. Buyers like to “see” the product before making a purchasing decision. Taking a look at our own set of marketing assets – free trial programs, self-guided product demos and videos are viewed more frequently in comparison to long-form white papers or guides.

Additionally, consumers tend to trust reviews from customers and third-parties, such as research firms, before marketing material that is created by the company they are evaluating.

Tip #1: Data and outside sources are powerful; use them to support the points you are trying to make. You can use research of your own by conducting a survey, or asking a customer for a testimonial, but look to see if there is data available from trust-worthy sources first to add credibility to your message.  

Short form content is what is going to capture your customer’s attention. According to Forrester’s “Peer Stories And Credible Data Attract And Engage B2B Buyers” study, “In terms of buyers’ likeliness to engage, six pages is their limit when reading written material, 30 minutes for viewing webinars, and 90 seconds for watching videos.”

As an organization that delivers webinars/webcasts for the enterprise, I still see many of our customers delivering 60 minute programs.

Tip: #2: The length of time should be dictated by the audience and content you are presenting to.  Remember, you can always break your content up into chunks and create a webinar or video series out of it.

The Millennial generation and C-suite have one thing in common – they both prefer short visual content. Short-form content is far more digestible on smart-phones and tablets, and with millennials representing one-quarter of the nation’s population their content consumption habits should be taken into consideration. According to Cisco’s Visual Networking Index: Forecast and Methodology, 2016-2021 “Smartphone traffic will exceed PC traffic by 2021”.

Tip #3:  Infographics, webinars and videos are very effective content types that can be repurposed from long-form content to capture immediate interest. (i.e. Take a few data points out of your white-paper and turn them into an interactive video teaser you can use to grab the attention of your audience and direct them to the long-form content so they can get the full detail.) 

Creating effective content types is key, but what is equally important is optimizing your content for the marketing channels you are using for distribution to ensure you’re getting it in front of your buyer. According to DIGIDAY, “85 percent of Facebook video is watched without sound.” Short videos with bright and clean text animations are easy to create with tools such as Adobe Spark and Animoto so you don’t need to hire a video producer to get started.

Finally, is it short and to the point? Creating the content your audience is looking for about your company is essential. Consider aligning your content for each stage of the buyer’s journey and be sure you have both long and short form content that addresses the needs of your buyer at each of these stages.

Quick Checklist: When creating content for your audience be sure to run through the following: 

  1. Would it capture my audience’s attention? 
  2. Is it trust-worthy? 
  3. Does it address a challenge my buyer might be having?