One of the key success factors for B2B marketing is thought leadership. A company that demonstrates and shares its expertise and experience will get more leads, more deals, and more profits.
However, not just any thought leadership does the trick. It’s important for a company to generate content that is tailored for specific target markets. The question is how should your content be tailored? What resonates most with B2B buyers? Marketing Sherpa recently released a study that gives good guidance on what kind of tailoring works best.
- 82% of prospects say content about their INDUSTRY is more valuable
- 67% of prospects say content for their JOB FUNCTION is more valuable
- 49% of prospects say content for their COMPANY SIZE is more valuable
If you’re planning your content for 2012, keep these tailoring parameters in mind. If you can orient your content to specific industries, you’ll likely find a healthy appetite for your expertise.