The B2B and the Content

2021 — almost there?

Is to B(2B) or not to B(2B) still a valid question?

Not unusual since — in the “can write, won’t wait” world of today, content scores OK-OK on the popularity front.

But why the focus on content?

Even though …

Gartner in their ‘buyer enablement guide’ says that 77% of B2B buyers had a difficult experience while making a purchase.

And …

Forbes and Google found out that 64% of senior executives click “search” 6+ times daily for business information.

Plus …

Forrester states that 74% of B2B buyers conduct more than half of their research online before talking to sales rep.

So, how are you going to reach out to people who matter the most (i.e. your customers) if you don’t sail on the content ship?

Right!

The consumer buying behavior drills down to four basic types:

1. Complex buying behavior — Consumers who buy expensive stuff. Thoughtful purchases they make. And for whom you need to create a strong message.

2. Dissonance-reducing buying behavior — Consumers going for festive shopping. And for whom you need to create strong messaging.

3. Habitual buying behavior — Consumers accustomed to a brand. And for whom you need to create a strong message.

4. Variety-seeking buying behavior — Consumers who ditch a brand quickly. And for whom you need to create a strong message.

For B2B slash SaaS, 1 and 3 resonate more than 2 and 4.

But in all four, there’s a need for a strong message, and a stronger content.

All the more so, when it comes to SaaS.

G2 crowd said in 2018 that there were over 34,700 software products listed across 740+ vertical industries.

Now grab eyeballs.

You already know the tips to great content. The execution might take a little convincing.

Focus on benefits, solutions, ROI, breaking monotony — whatever you do, put content first in your product-to-customer journey.

Content can help you reach out to that 74%.