Defining great content is no easy matter.
To some CMOs or execs the definition may be similar to the Potter Stewart’s quote about obscenity: “I know it when I see it.”
I wish I could tell you it is this easy. It’s not; but, here are critical benchmarks you should be aware of to create meaningful content.
High Quality B2B Content Has These Identifiable Traits
B2B Content Marketing Strategy Drivers: facts, figures and numbers drive credibilityand are inherent in great business to business focused content vs. “consumerish” content.
Structure, story and presentation still drive conversions; but, other businesses are looking for brands that educate with their content.
The sell cycle for B2B focused brands is incrementally longer that consumer facing businesses: a sell cycle for an average B2B brand can be from one month to a year, it’s fraught with peril as “leads” can and do drop out of the sales funnel process.
