B2B Needs More High-Quality Content
It shouldn’t be surprising to any of us in business, but in research by Marketing Charts, 75% of all B2B buyers are spending more time researching purchases. I guess that is the digital way of saying shopping.
In this age of virtual shopping, or researching if that makes you more comfortable, more than 60% note that high-quality, relevant content was the notable differentiator in winning the business.
Also, note that relevant content probably does not mean a corporate brochure. It means content that fulfills the informational needs of the customer over the concerns of the seller. That could mean more transparency about your capabilities and limitations, and sales reps who are well-versed in client needs and category specifics.
It’s not surprising we are all doing more and more research/shopping online, even for our business. What is surprising is how little “high-quality content” is available to consume.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.
