One of the top challenges for B2B marketers is the creation of compelling content in the volume required to fuel lead nurturing programs, website content, blog posts, Twitter, webinars, videos, sales collateral and more. But it’s not just producing the content that’s challenging, it’s creating the kind of content that builds momentum in the buying process to develop more qualified leads worthy of sales pursuit.
According to IDC:
72% of B2B marketers surveyed indicate an increase in buying cycle time over the past six months, while the buying cycle timeframe has increased over 10% in the past 12 months
With buying now facilitated more often by online self-education and social exchanges, buyers are controlling when they engage, how often and to what extent. This means that B2B marketers need to continuously and consistently fuel online content marketing programs in parallel with their prospects.
Creating all that content can be a daunting task. But there are ways to lessen the load and make sourcing content easier without compromising the perceived value for your buyers.
Tommorow, I’m presenting a webinar with LeadFormix that will show you just how to win the content marketing marathon.
Date: February 9th, 2011 
Time: 11am Pacific, 2pm Eastern
I’ll be discussing:
- How to shift from campaigns to perpetual marketing programs.
- Secrets to creating content in volume that engages your prospects.
- What to do to help your content build buying momentum.
- How to help sales reps step into the buyer dialogue without slowing the pace.
You may also be interested in this guest blog post I wrote for them about Creating Content to Fuel eMarketing Programs
I hope you’ll join us!