what do it buyers want from content marketers?
DESCRIPTION
At Inbound Marketing Week 2014 Brightfire held an event in partnership with Octopus Group and Hubspot called “Tech Heads – The Human CIO”. Hubspot also held their own content marketing event. Joe Chernov presented at both.TRANSCRIPT
Image by Publicity shot owned by Dr. Steel ([email protected]) [CC-BY-SA-3.0
(http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
What do IT Buyers want from Content Marketers?
At Inbound Marketing Week 2014 Brightfire held an event in partnership with Octopus
Group and Hubspot called “Tech Heads – The Human CIO”. Hubspot also held their own
content marketing event.
Joe Chernov presented at both.
Image by Dietmar Becker
Image by Dietmar Becker
This is Joe Chernov
Image by Dietmar Becker
Joe is an award winning content marketer
Image by Dietmar Becker
Joe suggests B2B content marketing should mimic B2C
At the event, Joe provided insight into this idea through
the following question…
Image by Sam Lavy Disneyland Paris Parade - Eeyore
At Disneyland what are two frequent questions asked by
customers?
Image by jordannwilson.tumblr.com
#1. “What time is the 3 o’clock parade?”
Image by jordannwilson.tumblr.com
Odd question, yes…BUT Joe says this is not what customers
are really asking
Customers are overwhelmed by Disney overload and are simply
asking for help.
And staff are trained to recognise this and identify what information
their customers really need
Similarly, content marketers need to be good
at recognising what the IT buyer really wants in order to provide the actual required
information in what is a world of information overload.
Do this and you can become the
Queen
…or King of Content Marketing
Image by Dietmar Becker
Just like Joe.
Finally, what was that 2nd question customers always ask
at Disneyland?
Image by Jim from Stevens Point, WI, USA ("I'm all right, Honest!" Feeling Content) [CC-BY-SA-2.0
(http://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons
#2. “Where are the toilets?”
