After reading the great post by Sonia at Copyblogger “Why Your Copy Isn’t Converting” I wanted to share it with you.
We’ve had a steady stream of top content marketing experts on Marketing Made Simple TV, such as Joe Pulizzi of the Content Marketing Institute, Jon Wuebben, author of Content is Currency, and Jay Baer of ConvinceandConvert.com on the show.
Content marketing is SO important today, that I want to share some insights with you.
Content marketing feeds the beast of B2B demand generation, plain and simple. Want to set up lead nurturing? You need content. Want to create PPC ads? You need content to offer in those ads. Content feeds marketing.
Here are the five reasons from the Copyblogger post:
- They don’t want what you’ve got
You might be passionate about your products and services, but buyers could care less. As David Meerman Scott said so eloquently “No one cares about your products and services except y0u.” This is also why quality buyer personas are so important. One of the Five Rings of Insight is Priority Initiatives - what are the buyer investing time, money and political capital in? - They’re confused
The confused mind does not buy. Offer too many options or use goobbledy gook words and you get not even a nibble on your hook. - They can’t see the pretty picture
If the buyer cannot see herself using your product, all is lost. She must be able to visualize using the product. Make the benefits of using it crystal clear in the simplest language possible. - You didn’t ask
This one is Sonia’s favorite, but the simple fact is that “Click Here” gets clicked a LOT. You need a simple Call to Action on each thing you do. - They don’t believe you
Despite your best efforts, the buyer is second-guessing himself. He does not want to look foolish. I also think it is wise to feature happy, smiling customers on your website too.
What do you think? We love comments and those who share on social media too.
Jeff Ogden is an award-winning marketing expert and President of the nicest company in B2B marketing today, Find New Customers. He’s also the creator and host of the popular and syndicated show, Marketing Made Simple TV.
