Michael Brenner Forbes
How does a company move from becoming a promoter of their stuff to a provider of business insights? How do brands become publishers without hiring entire newsrooms full of journalists?
Turns out, the answer is simple: take the knowledge, the expertise and the passion of your employees and focus that on answering your potential customers’ key questions.
As Marcus Sheridan (aka @TheSalesLion) suggests: “They ask. You answer!”
This means your company is no longer in the business of just making and selling products. Your company is in the content businesses and needs to become a supplier of education and insights to your industry!
The Content Challenge in B2B
Content and “becoming a publisher” is a huge challenge for businesses today. Especially in Business-to-business (B2B) companies, where many of our employees are stuck on the notion that our products are so complex and our sales cycles are so long that we have to spend a majority of our time and resources explaining why we are better.