An estimated one million B2B sales jobs have disappeared as commercial buyers go digital with their purchase process
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The B2B buyer’s landscape is...
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An exceptional customer...
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Anyone who’s spent time in the marketing world has probably heard of author, teacher, and all ‘round guru Seth Godin. Seth is known for bringing empathy and authenticity to the field of marketing. He’s great at distilling principles down to core truths and he often does it by asking very simple questions.
One of our favourite Seth questions is “Who’s it for?”
If you're in the process of creating or updating your eCommerce content, asking yourself this simple question is critical.
So – who is your content for? What industry are you targeting (you probably serve several)? Who are the people consuming that content? Are they researchers? Are they procurement? Are they technical people?
In the B2B procurement world, users can often be far removed from the people they source products for. Think about mining companies where they have large procurement sections that typically have many buyers organised by category.
Effective content marketing bridges the gap between the category manager and the end user they’re serving. Far more than simply listing a product and a price, effective content tells a story and gives that B2B buyer real context. Put simply, it breathes life into the product.
But of course it’s not just category buyers you need to consider in terms of marketing your content.
You may have product researchers weighing up options before putting in a requisition.
You may have technical users seeking detailed product information to ensure something meets spec.
You may have finance users or approvers wondering whether bulk discounts are available.
You may have health & safety officers looking to meet new regulations.
Great content will serve your “who” by pre-empting the questions they might ask themselves (or be asked by others):
B2B eCommerce content needs to deliver value, first and foremost. The way to do this is by making the user’s job easier.
Once you know who your user is, you can create and market valuable content that serves them.
Now that you know ‘who’ and ‘what’, next comes the ‘how’. Effectively marketing your personalised content means considering the ways your users like to consume information.
Engaging your various users may mean getting creative.
It pays to remember that “content” isn’t just limited to words on a page – it encompasses everything the user can consume, and so should naturally take on different forms. When it comes to execution, an integrated eCommerce platform will help streamline content creation, taking product information from ERP data, embedding videos and images on the product page, offering downloadable documents, and more.
So much can enter into the B2B product purchasing equation: the product itself, pricing, quality, availability, service, support…
Your content can tell that entire story.
Aim to educate, build trust, and back yourself as an authority. By marketing effective content, you can help users make sound procurement decisions. And keep them coming back, again and again.