Do you ever look at your organization’s content calendar and wonder why you’re posting regularly yet not getting more qualified leads? You’re not alone.
Many organizations don’t have a “content” problem; they have a “communication” problem.
Each week I meet with organizations that have spent countless hours on developing blogs, newsletters, LinkedIn posts, landing pages, case studies, and email campaigns. In addition to using search engine optimization (SEO), experimenting with artificial intelligence (AI) and creating a massive repository of content, they’ve also established themselves as credible sources of knowledge.
However, despite all the effort they put into communicating with potential customers via digital channels, selling hasn’t gotten easier. Buyers continue to ask the same Questions. Deals continue to get delayed. Marketing continues to struggle to prove its value.
The issue almost always lies in the fact that the organization is producing content that doesn’t assist Buyers in making Decisions.
Buyers are not looking for more information
For many years, marketers used a relatively simple premise to drive the amount of information produced. Create enough information, attract enough website traffic, generate enough leads. This model worked well when there was limited information available to consumers.
Today, however, there is virtually unlimited information available to each consumer. Your buyer can easily ask an AI assistant to provide insight into a current trend in the industry, compare software products, review summaries of analyst reports, describe best practices in the industry in a few seconds. Since generic information is now so readily available, it is no longer considered unique or valuable. Instead of seeking additional generic information, what Buyers really need is clarity and confidence in their purchasing decision. And ultimately what they need is answers to the Questions which stand between them and taking action.
All sales stall due to uncertainty
Consider the last major purchase you made for your business. Were you searching for another blog post? You were likely looking for answers. Will this product/program/service integrate with my existing systems? How difficult will implementation be? When can I expect to see a return on investment (ROI)? What risks am I taking by investing in this product/program/service? How have other organizations addressed similar challenges?
Business Buyers pose the same types of Questions every day. Unfortunately, many organizations produce content based upon what they want to communicate versus what their Buyers need to know. Those missed opportunities result in stalled sales.
The best content does not teach. It reduces obstacles.
Content exists not solely due to your marketing calendar, but every piece of content should reduce friction for a prospect moving forward. Sometimes that requires explaining a complicated concept in plain language. Sometimes it involves dispelling myths about your company prior to them becoming objections. Sometimes it involves sharing lessons learned from actual engagements with your company, allowing the buyer to gain confidence in knowing how other companies have successfully addressed similar issues.
The objective is not to impress your reader(s) with your expertise. The objective is to make the complexities associated with a Buying decision manageable. When you achieve that level of simplicity in your content, you then begin creating content as a business asset versus merely another marketing deliverable.
Why AI increases value of human expertise, not decreases
Artificial intelligence (AI) has dramatically changed how we create content. It allows us to quickly create articles, summarize research papers, develop headline ideas and organize data. Those are incredible abilities. However, AI cannot replace years of human experience. AI cannot interview your CEO and tell the story behind a successful customer engagement. AI cannot draw upon decades of interactions with your customers to identify the Questions that consistently hinder your ability to close deals. AI cannot advise the trade-offs your customers should consider when selecting a solution. These areas of human insight are derived from humans.
Organizations currently achieving success are not doing so because they are able to create content faster than anyone else. They are achieving success by utilizing technology combined with human expertise and creative thinking.
The right questions
Prior to even drafting a single line for any client, I rarely ask, “What subjects do you want to discuss?” Instead, I typically ask:
- What Questions does your sales team address daily?
- What objections slow down closing deals?
- What misconceptions exist regarding your industry?
- What did every new customer wish they knew earlier?
- At what point do prospects feel overwhelmed or unclear?
- What do your subject matter experts assume is obvious?
These conversations highlight opportunities that will never surface through keyword research alone. Behind every frequently asked question is content that builds trust, shortens sales cycles and increases confidence among Buyers.
Content supports all steps within the buying process
The most effective content does not limit itself to driving web traffic. Effective content supports every step within the buyer journey.
Thought leadership articles establish credibility prior to a prospect reaching out to engage with your company.
Case studies support decision makers in justifying investments internally.
Detailed service pages provide technical responses to Questions prior to the first discovery call.
Executive LinkedIn posts reinforce expertise through authentic experience rather than promoting products/services.
When every piece of content has a specific objective, marketing becomes more than lead generation. It becomes integral to the buyer experience.
My philosophy is straightforward
I don’t think organizations require more content simply for the sake of publishing.
I think organizations need content that assists Buyers in making informed purchasing Decisions.
Content that provides honest answers to difficult Questions.
Content that clarifies complexity while avoiding oversimplification.
Content that demonstrates expertise, not claims expertise.
Because when your content continuously provides useful answers, several things happen:
Buyers show up at sales calls with more context and understanding.
Buyers establish trust in your expertise prior to the initial meeting.
Sales teams spend less time educating Buyers on fundamentals and more time discussing possible solutions.
Marketing becomes easier to track and measure since it supports tangible business results, not mere page views.
A better answer creates the future
While AI will undoubtedly revolutionize how we create search results, how we market and how we create content, one constant remains true. People still purchase from organizations they trust. Trust is developed by delivering consistent answers that meet Buyers’ needs at exactly the right moment. Therefore, before adding another blog post to your editorial calendar, ask yourself one question:
What Buying decision will this content help someone make?
If you can’t answer this question clearly, the content your target audience needs may not be worth publishing. But if you can, you’re not producing content; you’re reducing obstacles, establishing confidence and enabling Buyers to move forward.
This type of content receives attention.
Even more important, this type of content drives business.