Content Is King Only When The Kingdom Is Interested

80% of B2B decision makers visit vendor-independent communities, vendor-sponsored forums, and LinkedIn at least monthly for business purposes, says Marketing Charts. I’d call these communities the customer conten kingdoms!

This analogy derived from when I read bedtime stories to my children, Reily and Taylor, and I got to the story about the king. You know, where content is king. My kids always loved that part and invariably asked me “What if the kingdom does not think the king is interesting? Doesn’t the kingdom need to be interested in what the king has to say?” Now there is an interesting point to ponder!

If you know where your customers are going, or the kingdom in which they reside, then you need to find the best way to connect with them. Delivering content in the digital and social way that they want and expect will be your key to B2B marketing success and the customer kingdom.

5 Content Marketing Keys To The Customer Kingdom

1. Understand the anatomy of your B2B customer. Knowing what they consider relevant and how they consume content will help you create a win-win editorial strategy. Creating a customer feedback loop between sales and product marketing will help create the best content marketing materials as possible.

2. Use content to map to specific ‘sweet-spots’ in the buying journey. A content marketing strategy that drives awareness and engagement at the right time will set you up for success to have a relevant conversation with your B2B customers. Social media’s one-to-many delivery strength will always be in the awareness and engagement phase of the buyer journey. So, make sure to create content for the different parts of the journey – the customers expect it.

3. Deliver relevant content, like video, to help make a connection with your B2B customer.  B2B content takes all forms. And, video is an under-used and highly consumed medium. Integrating YouTube videos into your marketing strategy will help you reach your audience and achieve your goals.

4. Deliver content where your B2B customers spend their time. My daughter, Taylor, who is an avid ‘fisherwoman’ always tells me that you have to fish where the fish are if you are going to catch anything. So, with 27% of B2B customers using social media to inform a business decision, you need to be using it to connect with them!

5. Always provide a next step for your B2B customers with a clear call-to-action. Once you understand your customer, find where they buy and create consumable content, you need to direct them to the next step – more content, a relevant event, or even a phone call. Always include a clear call-to-action in your content to make it easy for the customer to deepen the relationship on their terms.

Do you have a few pointers that help you create customer centric content? If so, please share below. Or, contact me directly at, or on Twitter, LinkedIn or Google+.

My darling children, Reily and Taylor, make an excellent point! For content to be king, the kingdom needs to be interested in what the king is saying. If the emperor has no clothes, then he will know by the kingdom voting – no page views, no sharing, and no engagement. Long live relevant and kingdom-centric content!

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