B2B Marketers: Don’t Be Afraid to Ask “Why?”

3D question mark

“Asking ‘why’ is one of the most important strategies children have for connecting with their caregivers and learning about the world around them,” explains child psychologist, Dr. Dawn Taylor, in an interview for the Content Marketing Institute. But, why is a child psychologist being interviewed by the premiere resource for content marketers?

The article makes an interesting connection to content marketing, pointing out that “content marketing should be focused on delivering value to our audiences beyond the product or service we provide. It should ultimately answer the question of ‘why’ our consumers care about us.”

As content has become ‘the new creative’ in B2B marketing, the question of ‘why’ has become even more important for B2B marketers trying to establish connections with corporate buyers hungry for relevant information that will help them make more intelligent and knowledgeable purchasing decisions.

Recent statistics show that business decision makers are on the content marketing bandwagon. According to the Roper Public Affairs:

  • 80% of business decision makers prefer to get company information in a series of articles versus an advertisement
  • 70% say content marketing makes them feel closer to the sponsoring company
  • 60% say that company content helps them make better product decisions

Clearly, corporate buyers are seeking out more dynamic and engaging ways of learning about the many products and services available to them. Whitepapers, blog posts, webinars, infographics, online video, social media campaigns—these are all great ways to share information. However, the proliferation of content as a marketing tool has led to one of its challenges: now, everyone is publishing and distributing content.

So, how can B2B brands stand out? The key to differentiation can start with one word: why? The article lists five great examples of ‘why’ questions, including, why do your customers need to be informed in order to succeed? The answer? Knowledge is power. If your customers are informed about the industry from a trusted source, they will be more competitive—and can then be more successful.

Creating quality content takes research, time and commitment. But to really stand out, you must produce content that others are not. Asking smart ‘why’ questions can bring B2B marketers one step closer to creating compelling content that helps establish strong connections with customers by bringing them the information they need.

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