Capture and hold your audience with content that changes their point-of-view.
According to CEB, almost half of B2B marketers’ budgets are now allocated to content. That’s great, but how do you create content that gets the attention of SMBs, particularly their busy owners, and that keeps them coming back for more? CEB says that this is done with content that changes their point-of-view (POV). We couldn’t agree more.
What is POV-changing content? We define it as content that informs or educates the audience about something they didn’t know that can help them better run their business. Most companies, especially those creating content for SMBs, are publishing stuff that doesn’t teach them anything new. That just gets ignored. To be meaningful, the insights you offer don’t have to be mind-blowing, but they must go above and beyond the obvious and make the audience see a problem or issue in a different light.
How can you determine if your content will change an SMB’s POV? Ask yourself (and your content creators) these questions:
- What is their current POV?
- How is your content changing their POV?
In the article below, TriNet was looking to help their SMB clients answer the question, “Who should we hire next to help grow our company?”
A two-step plan for finding the talent that can help you get to the next level
by Jack Killion
Let’s analyze the article.
- What is the typical SMB’s current POV? Usually a marketer or sales director.
- The proposition to change their POV? Start with a strategy and hire for culture.
It is that simple, but there’s also a catch. To effectively change an SMBs existing point-of-view, your content must show that you understand the SMB mindset, and it must be impactful. The key to making an impact lies in the:
- Source of the content
- Editorial process
It is essential to use content created by true experts, people who work in or with similar businesses each day. Better still, people who are helping businesses cope with and capitalize on change. In the example, recognized experts on both the strategy and culture components add validation and weight to the recommendations. (Be careful. There are many so-called SMB “influencers” who are not experts, so it’s also important to have an editor who can tell the difference, identify true experts and push them for their best insights.)
Taking this a step further, make sure you answer these additional questions. How does your content platform (i.e., your blog or resource center) differ from what else is available, and what does your content, in general, aim to teach SMBs? If you can’t say, then you have additional work to do.
The bottom line is your content needs to be useful if it is to be at all relevant to busy SMBs. If you’re not changing their point-of-view, they are likely off to the next website that will provide the insight they are looking for. Developing POVchanging content isn’t always easy to do, but it’s essential.