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How to Create Binge-Worthy Content
Experiences that Move Buyers to Buy
Ardath Albee
B2B Marketing Strategist
Marketing Interactions, Inc.
@ardath421
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Only 42% of B2B Buyers say it’s easy to find the next piece of relevant content.
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Easy
Impossible
Why Your Website Fails Buyers,
2017
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Distribution Strategy has become an Imperative
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Determine which
online and offline
channels will intersect
with your buyers and
how to use content to
build momentum
Focus Distribution on Engagement:
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Think pages per person…
Rather than people per page
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Marketers need to focus on providing meaningful, purpose-built experiences.
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93% of B2B Buyers Want Bundled Content
@ardath421 | #mpb2b Buyer Content Preferences Survey 2016
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@ardath421 | #mpb2b Why Your Website Fails Buyers
Bingeing binge
informal
verb
indulge in an activity,
such as TV episodic
viewing, to excess.
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Most Websites Are Not Built for Buyers
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Products
A
B
Solutions
X
Y
Resources
White Papers
Videos
Infographics
Webinars
Blog About
History
Team
Customers
Case Studies
Use Content Hubs to Facilitate Bingeing
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Products
A
B
Solutions
X
Y
Industries
Finance
Technology
Retail
Healthcare
Business Value
Speed Time to Market
Drive Growth with
Collaboration
Increase User
Adoption
By Role
Product Manager
Human Resources
IT
Resources
White Papers
Videos
Infographics
Webinars
Blog About
History
Team
Customers
Case Studies
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IBM Smarter Planet: Life Sciences Hub
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Problem-to-Solution Hub
Challenge Status
Quo and Validate
the Problem
Set the Vision for
Future State
Educate the Buyer
Answer Questions
Share Best Practices
Consensus Content
For Persona B For Persona C
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Content Elements that Inspire Bingeing
• Create Connected Pathways – Answer the “What’s Next?”
• Trigger follow-up with relevant “see also” content
• Personalize content by role • Preferred by 67% of buyers – Content Preferences Survey, 2017
• Include data and research to back up assertions
• Easy access
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A Nurturing Approach that Speeds Buying
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Why should I care?
What happens if
we do nothing?
What are our
competitors doing?
What do I need to know?
What are best
practices?
What are my choices?
How do we get
everyone to agree?
What tradeoffs can we
agree to?
Consider Change:
Is Problem Worth Solving?
Prepare for Change: How should we solve it?
Embrace Change: Gain Consensus
Who needs to be
involved?
Can we fix it internally?
What could go wrong?
What else does it
impact?
What will the future look like?
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How Personas Help
• Perspective on the job to be done
• Obstacles that keep them from achieving objectives
• Relationships with stakeholders
• Orientation – time in career, carrot or stick
• Questions by stage
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Bingeing and ABM: Speed Engagement
Without ABM - Monologue
• Content only for her
• Treated as a silo Julie
• Content only for him
• Treated as a silo Dave
• Content only for him
• Treated as a silo Sam
With ABM - Conversations
Julie
Dave
Kerry
Sam
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Contextual Clues Infer meaning from content accessed
and patterns of behavior
Ask me anything at the
Post-Presentation Huddle!
Ardath Albee
www.marketinginteractions.com
@ardath421 | #mpb2b
