HomeBlog Do Buyers Hate Your Guts?

Do Buyers Hate Your Guts?

July 07, 2014 | By Erin Provey

Learn how to improve the "guts" of your b-to-b marketing content to provide buyers with what they want or need.

Like a second-grader on the playground at recess, I have a secret to tell you. Come close – I need to whisper it in your ear.

Content Strategy

Pssst. Buyers hate your guts.

Sorry! Someone had to break it to you. But before you get all upset, let me explain.

So you did some persona research and you found out that your buyers love videos. Cool! And you actually got some money to make some videos. Awesome! And then you put them up on YouTube, and so far you’ve got 10 views and you’re fairly certain three of them are you and the other seven are your mom. (Sigh.)

This is because your buyers hate your guts. Well, not your guts, but your content’s guts. Just because a particular buyer type indicates a preference for videos doesn’t mean that they indiscriminately sit around and watch just any old thing on YouTube all day.

I like movies. My eight-year-old stepson also likes movies. Guess what, though: We rarely like the same movies. The “guts” or essence of what we like is fundamentally different.

The same is true with b-to-b buyers. Content assets are merely formats – vehicles for information and messaging. A great piece of content has a form (the asset type) and a delivery channel or activation point. These two dimensions are typically well thought through by true marketeers.

But great content also has two more dimensions – messaging and information. The information is what the buyer wants or needs, and the message is the psycho-emotional frame for that information. Together, the message and the information create the guts of your content. And guess what – a lot of buyers hate your guts, which is why only your mom is watching your YouTube channel.

We were thrilled to launch our new messaging methodology – the Messaging Nautilus™ – and we continue to work with our really advanced clients on how to improve the “guts” of their marketing content. Getting buyers to love our guts is the mark of a truly audience-centric organization.

 

Erin Provey

Erin Provey is a Senior Research Director of Corporate and Executive Marketing Strategies at SiriusDecisions. She has more than 10 years of experience in brand strategy, including positioning, identity, public relations, digital strategy, copywriting and account management. Follow Erin on Twitter @erinprovey.

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