‘Tell, don’t sell.’ It’s is a phrase you’ll hear a lot on our blogs here on Collective Content. And for good reason.
The ‘tell’ is about stories and how to use our natural love of storytelling to make an emotional connection with your target audience through content marketing. You don’t do that by just shouting about how great your company and products are.
The three biggest challenges to finding that trusted information were cited as:
too much marketing hype/buzzwords
a lack of truly independent unbiased information
information being too general
Answers, answers, answers
It’s that final point that brings me onto the main theme of this post. To bring home the bacon, those stories ultimately need to answer questions. It’s well and good avoiding the hard product sell but it’s important not to go too far to the opposite end of the scale, being too bland and general.
We’ll say it again – your buyers don’t care about your company or your products when they are in the research phase of a purchase.
At a very basic level, think about how we all use search engines and other online sources. Quite often it’s in the form of a question. Don’t just write for search engines but content marketers need to know what questions their audiences are asking and provide balanced, informative and engaging stories that answer those questions.
Across most B2B industry sectors there are some perennial questions that buyers are always looking to answer – how to reduce costs, how to increase efficiency, how to boost productivity. Work back from these underlying questions and relate them to the topics and purchase categories that your buyers are researching.
That could be a series of ‘how-to’ guides, interviews with their peers talking about how they have tackled similar projects and problems. The types of content will vary across the buying cycle, often with buyers drilling down into more detailed specific technical product guides later in the process.
That’s a subject for a whole separate blog post. For now simply try to be useful to your buyers when it comes to B2B content marketing. Know what their pain points are – the problems they are trying to solve. And have relevant content ready to answer those questions wherever they are in the purchase cycle.
Sign up to our newsletters for either monthly or quarterly updates on all things tech and content marketing.
Customise what you'll receive ▾
Our monthly newsletter
Content Marketing Quarterly
The best curated links on the topic of content marketing, four times a year
Every quarter, our editors curate the best links from the following areas
Tech Quarterly - select which you'd like to receive
Augmented Reality / Virtual Reality
Chief Information Officers (CIO)
Internet of things (IoT)
Privacy & Cookies Policy
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.