There are only five words you need to create successful content for revenue marketing. Yes, it’s that simple. Just five words. Well…okay, six if you consider that one of the five is actually a contraction. But even without the contraction, come on, it’s still only six words!
So if it’s that simple, why do so many B2B marketers struggle? Why aren’t we all content geniuses?
Content for revenue marketing requires a different level of thinking. Inbound versus outbound, personas, stages of the buy cycle – all are important things to consider. But where a lot of B2B marketers go astray is, unfortunately, the most critical place: setting the hook.
Yes, I’m talking about messaging. You’ve got to get people excited to get them to take action. You can market the best products or services in the world, but if you can’t get your target audience engaged and build digital relationships, you’re not going to get conversions. Period.
Remember: Marketing is about creating an emotional connection between what you’re selling and who you’re selling it to. To invoke emotion, you have to make it personal. “But what a minute!” you say. “I’m marketing business software. How the heck am I going to make it personal?!?”
That’s where the five magic words come in. Five little words that make all the difference. Five words that can change the game and make you a winner. Five words that can set you apart as a demand gen ninja. Five words you must consider each and every time you’re going to connect with your target audience. Put yourself in the prospect’s shoes and ask yourself this:
“What’s in it for me?”
Ask any sales person and he can tell you what “WIIFM” means. Sales can be a big help here – who knows your customers better? Use them to help you understand your target audience and then develop your messaging.
This is the difference between content that marketing thinks makes sense, versus content that makes prospects act. Look it at this way – do you want to simply catch someone’s attention (“Sure, I’ll read this”), or do you want a prospect to take action (“Yes, I’ll give you my email so I can get this white paper”)?
So if you want someone to fill out a form, place an online order, or pick up the phone and call you, it’s not enough for you to say that your business software can save them time or money, or that it’s rated #1. You have to translate that to more specific things that offer solutions to pain points.
For example, saving time is important, but focus on how it’s important to them personally. Does it mean they can work fewer hours? Does it mean they can spend more time doing the thing they really get paid for, or do it better and possibly get paid more?
Develop personas, then group your targets and deliver content that answers those five little words. Know which personal messages will trigger actions – fill out a form, download a white paper, view a video, go to your web site, etc. Yes, developing personas is a bit of an undertaking. But given that successful messaging is impossible without it, you may want to ask yourself one question to get yourself excited about doing it: “What’s in it for me?”
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