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Keeping buyers keen on content

Inbound marketing has been around for 15 years or more, and for a long time it looked as if it might be one of the best B2B marketing strategies ever. Writing great, authoritative content for buyers has truly been a win-win.

But inevitably it’s been spoiled by bad actors and amateur ones. There’s just so much stuff out there nowadays, much of it very thin, that buyers are switching off …or are at least more skeptical about responding to the helpful information we’ve put out there with the best intentions.

So how can we keep them keen?

Here are a few strategies I’ve found from reading around various commentators addressing the problem. Some of the ideas will be things we do as a matter of course; others might suggest a new focus.

  1. Prioritise creating high-quality, valuable content rather than producing large volumes of mediocre material.
  2. Conduct thorough market research to understand the needs and preferences of the target audience.
  3. Avoid overly promotional content and instead, aim to build trust and authority in the industry.
  4. Be authentic and transparent in all content. Share behind-the-scenes looks, company values, and honest case studies. Avoid misleading claims and clickbait titles.
  5. Maintain a consistent content publishing schedule to build and retain audience trust.
  6. Put some effort into SEO to ensure the content is discovered by prospects searching for answers.