10.09.13 | Posted by Greg Dorban in Content Marketing

Buyer. Hi, nice to meet you.

Supplier. Hi. We can support you in improving awareness of your business.

Buyer. Sorry, who are you?

Supplier. I'm Ledger Bennett. As I said, we can improve your perception and presence within the market place.

Buyer. No thanks, we have bigger challenges right now.

Supplier. Oh, so you want demand generation. We can create you more leads.

Buyer. We have enough leads thanks. (They don't understand me, they clearly can't help me.)

I bet you're reading this thinking what a strange conversation. Correct. Imagine a first time introduction to a potential supplier and them diving straight in to what they can do for you. Wait I hear you say, you don't even know my priorities and problems. You don't know what I need! Here is a more optimised conversation.

Buyer. Hi, nice to meet you.

Supplier. Hello. Really nice to meet you too. So how can we help you - what are your problems, or what do you need to achieve?

Buyer. Our brand is really strong, but our sales are struggling to keep up with demand.

Supplier. Okay. So demand is strong and your sales force need to identify who to focus resource on.

Buyer. Exactly. We do not need demand generation, we need sales to follow up the hottest leads.

Supplier. Sure, we can help you support that in a few ways, either through lead scoring, prospect profiling…

So what was different?

  1. Listening to the problem

  2. Demonstrating understanding

  3. Offer help

You cannot walk into a conversation and offer a solution without hearing the problem. Just like you cannot buy a book, read the end and understand the story. Content is no different. People are looking for assistance, help or guidance. You have to provide a platform and range of content that allows them to have appropriate dialogue. In the world of content, dialogue refers to the buyer cycle.

If a prospect has never heard of you, their first conversation should be demonstrating you are right for them to get to know further. It should also be obvious how they can get to know you more, leave clear contact details for more discussion. For prospects further in the buyer cycle that are researching options you should show understanding of problems and pose options. When considering suppliers, content should engage around demonstrating your capabilities to fix their specific needs. At point of purchase specific details should be discussed. Similarly, for existing customers you can assume a level of familiarity and get straight into the nitty gritty details.

So when reviewing existing content and planning development consider if you have content that stimulates positive conversation; a nice introduction, understanding of needs and a response demonstrating you can help.

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