It is estimated that a person living in a city can see up to 5,000 ad messages a day – much of it is a flood of unstructured content.
There is no question that making smart initial investments in quality educational documents and then using a combination of traditional and Web 2.0 tools to let the buyer know about them is delivering leads, restarting stalled buying cycles; cultivating high-value customers and prospects, and quickly shifting market or mind share. This realignment toward quality is being driven by time-starved prospects and buyers demanding greater economies in how they collect and use content—it pivots around buyers favorably answering “yes” to:
- Can I count on this content as being objective, complete and relevant?
- Does it lift the buying committee’s overall knowledge and meet our unique buy-cycle needs?
- Is it good enough for me to pass on to my colleagues?
We all know that it is incredibly easy for any of us to collect information. However, to filter, extract and structure information within a specific context and offer a meaningful perspective for B2B buyers demands broad industry and niche expertise, which is considerably more difficult. Those who do this are a valuable knowledge asset up and down the channel. This value is an expression of a company’s commitment to be of meaningful service to the buyer first and by default a chief influencer of the community – the most important product and the one least vulnerable to substitution. As a result, buyers of information technology have clearly stated that they favor educational content that aggregates facts and analysis because of the efficiency and, if they are lucky, implied objectivity that vendor neutral documents offer.
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