The growth of online and social media now gives businesses the opportunity to talk directly to clients and potential clients. Case studies, articles, newsletters, news stories and blogs are among the content online which allow people to gain a clear understanding about your services and product offerings.
Making sure that your online content provides value to the reader - your client and, importantly, potential clients - is vital.
The importance of online channels in the business-to-business market increases the need for you to ensure that your online content is informative and compelling.
A recent survey by the Chief Marketing Officer Council (CMO) found that 87% of respondents said that online content has a 'major or moderate impact' on their buying decisions.
It is however a fine balance that you need to strike. Almost half of the respondents said that they found ‘blatantly self-serving and promotional content as a turnoff’ as is anything which is over technical and also non-substantive.
So how do you make your content more engaging and compelling? Almost 50% of the respondents in the survey found that customer case studies were seen as valued content. Case studies allow you to showcase your skills and services and the benefits that you can bring to a client.
This, however, is where the traps lurk – it is important not to make case studies too self-serving and promotional.
Case studies highlight products and services and also show your approach to issues and problems, highlighting how you provide innovation and added value.
Guide the reader through the case study in a way which allows them to relate to the issues and how you can help them.
These may only seem like subtle differences but it can help you stand above the crowd. Investment in the right content deepens the understanding about your services and offer.
Within every business there are stories which give an understanding to your customers about how you, and your products and services, can help them. The ability to identify what makes you different…
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