According to research by the CEB Marketing to Small Business Leadership Council, 75 percent of business owners do not come across content from suppliers when dealing with business issues. That is quite disheartening since, according to the same research, 84 percent of marketers are planning to increase their spending on content between 2015 and 2020, and almost half of B2B marketers’ budgets are now allocated to content. CEB says that the way to deal with this issue is to create point-of-view (POV)-changing content. With almost 15 years of creating content that has WOW’ed SMBs, we couldn’t agree more.
We define POV-changing content as content that has the following attributes:
- Informs or educates the readers (or viewers) about something they didn’t know about that can help them better run their business.
- Goes above and beyond the obvious (there is way too much of the “same old stuff,” especially SMB content).
The key to creating POV-changing content lies in the:
- Source of the content
- Editorial process
It is critical to use content created by true experts; the ones working in or with businesses each day. Even better, experts who are helping businesses cope with and capitalize on the rapidly changing business landscape. (By the way, there are many so-called SMB “influencers” who are not experts, so tread carefully here.)
The editorial process must be adept at hunting for and identifying experts, as well as pushing them for their best insights.
Looking at this another way, if you are spending so much time and money on content, make sure it is making a strong impact on the reader. Do this, and SMBs will value your content as much as they do content from trusted media outlets.