95% of the buyers that you reach are out-of-market and won’t buy for months or even years.
Adam Goyette shared this stat, from Marketing Week, during his presentation, 8 Simple & Proven Principles To Rapidly Scale Growth & Demand Engine, during this year’s Product & Growth Summit.
To me, that stat really drives home the reason why content marketing in B2B is necessary.
SOMEONE at our company should be focused on that 95% all day, every day. Because eventually they become part of the 5% and you want them to think of YOUR brand when they do.
Adam’s perspective on getting in front of that 95%:
“Give away stuff that people find valuable.”
Let’s break that down:
“Give away stuff” = Adam gave the example that he and his team literally gave away templates and toolkits on LinkedIn to those who were interested.
“That people find valuable” = make sure you know what’s ACTUALLY HELPFUL for your future buyers. One of Adam’s examples of valuable content was a list of 70-some growth ideas. As a growth person myself, that sounds like something I’d want. He knew his audience and tailored content to their day-to-day needs.
That’s it. It’s that simple, at a high-level.
And you know what, there are some incredible modern-day marketers already doing this. They’re representing some incredible brands on The Juice platform, who are just GIVING AWAY their valuable resources.
I asked my team to tell me what content they have found, via The Juice, to be valuable this week, for their job functions, including:
- Marketing
- Sales
- Customer Success
- CEO (what do they even do?!)
- Growth (that’s me!)
And here’s what we’ve come up with: Content we think is VALUABLE
Check it out. Get inspired. Start giving away value to the 95%.
If you enjoy what we are doing we’d love for you to do a couple things:
- Join The Juice and start experiencing a frictionless B2B content experience today
- Subscribe to us on Apple, Spotify, or wherever you consume fine audio content.
P.S - We know that content marketing isn’t “simple”. Execution, optimization, and measurement of content programs, as we all know, is a major undertaking. We’ll cover more on that in the months to come.
