Making purchasing decisions, for consumers and B2B buyers alike, during a time of uncertainty can be daunting — even paralyzing. Now more than ever, your brand should be contemplating ways your organization can be supporting your audiences during their decision-making journey, whether your industry is on pause or not.
Content marketing is a valuable and often underused tactic for marketing products and services that are complicated or specialized. Take health insurance, for instance. Because choosing or switching health insurance products can be a daunting, intimidating and even frustrating task, consumers are often left to struggle through their journey, randomly searching the internet, asking friends and family for recommendations or blindly leaning on the support of their agent. When you are aware of their decision-making struggles, you can create content that says, “We’re here to help. We’re in this together.”
Strategically developed content can educate and guide consumers through their decision making process and help them feel more confident. Content marketers can articulate consumer concerns and present viable answers and solutions in a collaborative and helpful way.
How do you embark on developing content for your marketing initiative?
One initial step is to evaluate your audiences’ greatest concerns and most common questions. Your customer service and sales teams will have great insight into these hot buttons. Secondary research and competitor intel are also resources for identifying concerns and questions. Once you have this foundation, you and your marketing team can create messaging, facts and proof points to help your audience more easily make informed decisions.
What does good “content” look like?