In order for B2B brands to be successful in today’s marketing environment, they need two things: a compelling product or service and a digital property they own.
Many B2Bs are under the mistaken notion that if they just create a great product or service that is sufficient. It’s not.
Now, don’t get me wrong, I’m all for putting really compelling offerings out there, but here’s what every smart and profitable B2B brand understands:
If you really want to create a better product, service or company, create a better experience and wrap it around what you actually sell.
This is where a blog (a digital property you own) lends tremendous power to small and medium size businesses. You can create content that works as marketing and that creates a better experience because you’re delivering independent value with content before you attempt to make the sale.
In other words, in many cases how you sell is more important than what you sell.
An even bigger benefit is that this content differentiates you from the competition in ways that traditional features and benefits fail to in a cluttered marketplace.
If you want to learn more about how to create content that builds your business and how content can start the sales process in a way that doesn’t leave the prospect feeling he or she has been sold to: click here
Question: What are you doing to separate your sales experience from the sea of sameness?
About the Author: Patrick McFadden is the marketing consultant to call when you want SALES … not just words.. He is also an advisor and featured marketing contributor to American Express Open Forum and has been named a marketing thought leader for small businesses.