The $20 Million Blog

The $20 Million Blog image blogsThe $20 Million BlogWe recently wrote a blog post for a client that ultimately led to a $20 million dollar deal. Our client put in all of the work on the deal, but our work started the process. They made the connection because a prospect read a blog post we helped them create. If the prospect hadn’t seen the blog, someone else may well have made the deal.

This story isn’t meant to advertise our abilities. That’s not what this blog is for. We don’t like to blow our own trumpet and we certainly don’t like to talk about our clients, which is why we won’t give any more details. The reason we’re talking about this at all is because it teaches a great lesson in content marketing and B2B sales.

Every Piece of Content Has Potential

The lesson is simple; every piece of marketing content has potential to generate huge value. One of the unique properties of B2B sales is that they often involve huge amounts of money. B2B is all about long-term contracts or big money one-off deals; B2B sales are rarely made on a whim. But they can be influenced by the tiniest of occurrences. Like reading a blog post.

Making B2B sales is all about connections and content marketing is great at making connections. Quality content gets shared through social media, website syndication, email and word of mouth. In an age where most of us spend a lot of our time online, content is the best way to get noticed. And once you’ve made the connection you have the opportunity to make a deal.

Throwaway Content

The thing is, we don’t treat content like it has that potential. So much of the content produced online is done with little or no thought for its implications. You know you should blog regularly so you throw together whatever you can to tick that box. Then you tweet it and share it on LinkedIn and move on. You’re producing so much content and throwing it into a world full of so much more, it’s easy to see it as throwaway.

But each piece of content, even those quick tweets, has the potential to bring in a huge client. Every piece of content is essentially a B2B sales lottery ticket. Each one is another chance to make a sale. So why do we produce so much thoughtless content.

Creating Quality B2B Sales Content

If lottery tickets were difficult to buy and you could increase your chances of winning a huge jackpot by working harder on buying the ticket, would you do the bare minimum? Or would you do everything to get the best ticket you could?

To get the most out of your content, you need to put the work in. In order to create quality content, you need to approach every single task with three factors in mind.

-          Strategy As with every stage of the B2B sales process you need a clear strategy. Plan what you’re going to say, why you’re going to say it and whom you want to say it to. Every piece of content has potential, to earn that potential you need a consistent strategy that runs through all of your content.

-          Value The first step in that strategy is to provide value in your content. Share useful information, offer insight and always ensure prospects get something from your content.

-         Attention to Detail No matter how much time it takes to read or view, each piece of content is important. Your most valuable connections can come from a single post; you need to make sure that every post is given the required care and attention to detail.

 -         Nothing is Throwaway Even more important than taking care is not being careless. You shouldn’t just throw out a blog or an email; you need to make sure you only create quality messages. When throwaway posts get ignored, B2B sales go elsewhere.

Not every piece of content will be worth $20 million. But all content can offer some value to your business. It’s important that you treat every post with the same level of care. Because every post has the chance to create a real success story.

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