Building a Better Buyer Experience

Last week I attended the Content Marketing World conference, held here in Cleveland, Ohio. One of the many interesting sessions I attended was one titled, “Build a Better Buyer Experience with Marketing Content,” by Ardath Albee.

The session started with a statistic: 66.4% of buyers rely on vendor websites when making a buying decision. I wasn’t entirely shocked by this statistic because based on my own buying habits, I tend to start with the vendor website when I’m researching a product and I don’t look much further than that. If this is how people are interacting with your website, how does your content capture attention and keep people coming back?

In content marketing, if people don’t recognize the relevance in your content, they won’t recognize the value. Albee explained that you must find out what is important to your buyers and create content that answers their questions and solves their problems. In order to do this, you need to understand how buyers tell stories.

The buyer tells stories by becoming aware of their problem, seeking resolution and overcoming their challenge.  If you understand what the buyer’s problem is and how they’re approaching it, you can create a number of different types of content that can capture and sustain their attention.  Albee highlighted three types of information you should address in your content:

  1. Educational:  This type of content educates your potential buyers on the problems you solve and how you solve them.
  2. Expertise:  Proving your expertise through content can be done by sharing industry trends and explaining how you address that trend, or even sharing your methodology.
  3. Evidence: Content such as customer stories and word of mouth reviews are ways to provide evidence that your company offers the solutions potential customers need.

These three types of information can be spun into a variety of different content formats. Albee stressed that you should mix up your format choices and try new things in order to be sure you’re reaching all potential buyers in a way that makes sense to them.

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