In Brief: Content marketing has taken center stage when it comes to how B2B buyers are evaluating vendors. We describe steps companies can take to create a strategy.
If your growth strategy relies on finding B2B buyers who are starting their search for a vendor, you are already too late. According to a Bain & Co. survey of companies involved in buying software and other products, 80% to 90% already have a list of vendors in mind before the search process even begins.
Even more striking is that 90% will ultimately choose a vendor from the initial list.
One respondent to the Bain survey said they went to the vendor's website to gather information about delivery times and cost estimates, and removed firms who had websites that were confusing or difficult to navigate.
While B2B buyers are looking to a vendor's website to gather information, they are also looking beyond. Does your content marketing strategy address these channels? Knowing where your customers are searching is vital to get onto your buyers' "day one" short list:
Content marketing's role in influencing the buyer process is growing in importance. Start by reviewing your own website and ask these questions:
While you are working on getting your own website in good shape, do an audit of where you appear through an open web search. Your questions should include:
With answers to these questions in hand, you are now ready to devise a content marketing strategy that will address the topics your prospects care about. This is a crucial step to amplify your visibility and leadership.
Previously published on LinkedIn Pulse.