EBlog

Users want content.  And I’ve got proof.

January 4, 2008 | Posted by: Lee

In a post back in November, I talked about my long held believe that "content is king".  A study recently released by OPA (the Online Publishers Association) found that not only is content "king" but it's the whole shooting match.

Findings from this 4-year study showed that users are spending nearly half their time online (47%) consuming content.  For the first time since we became an online world, users are spending more of their time with content than any other online activity - communication (33%), ecommerce (15%), search (5%).

So what does that mean for B2B marketers? 

• It means you need to start building robust content around the products and service you provide.  Not the typical sales/marketing content so often associated with B2B sites, but relevant content that helps to inform and educate your prospects.  Things like - How to's, ROI calculators, evaluation criteria, lessons learned, technical deep dives.

• It means you need to start collecting content from other relevant sources and offer it up to your prospects - Blog posts from outside experts and analysis, related industry news, resources and associations.

• It means you need to start a conversation with your prospects and let them talk with each other about the issues they're facing - forums, product blogs, surveys and polls.

While content is truly king, we all know it's also a bear to create.  It takes time, resources, and money.  It's not always easy to do, but it is key to success. 

In this wired, "give me immediate access to what I want world", companies that provide fresh, relevant content to their prospects and customers will win out over those that don't.