Creating content that grabs and holds the attention of B2B buyers and C-level executives is challenging enough. Factor in the average retention rate of information and it becomes evident that a new approach is needed if we want customers and prospects to remember and act on the messages we present them with. Consider findings from a 2005 study done by educational neuroscientist, David Sousa, that compares information retention rates after 24 hours.
If marketers hope to influence the product selection criteria with our content marketing pieces and make it onto the short-list of solution providers that buyers evaluate, we need to do more than demonstrate subject matter expertise. We need to present a persuasive argument that anticipates and responds to buyers’ imagined questions and objections. The explanation and infographic below illustrates how to create a persuasive argument.
Many technology marketers today are publishing high-value content marketing pieces aimed at educating customers and generating sales leads. To demonstrate thought leadership and subjective matter expertise, these pieces are typically written in an authoritative manner where a complete argument is presented. What struck me after reading the research of Xie, Ke and Sharma is that many technology marketers carry this approach over to their corporate and product blogs, and this may actually be deterring stakeholders from engaging in a meaningful conversation with the company.