Resources  >> Content for High-End Buyers

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  February 11, 2014

Content for High-End Buyers

We thought leaders use content marketing to showcase our perspective and attract our best clients.  This article about digital marketing models from Strategy+Business is a great example of what our high-end buyers now look for in our content.

Look past the B2C examples.  Pay attention to these three items:

  1. How the authors educated the reader. They outlined four new models and eight capabilities. They allowed the reader to not only self-diagnose, but to measure what they needed most to implement. Do you do that in your content? If not, let’s start.
  2. Check out how the Digital Customer Centricity Profiler is embedded in page 2. This is another way for readers to get specific information about their efforts in real time. Can we do this? Absolutely.
  3. And finally, this article closes the implementation loop by outlining key decisions CMOs must make. This technique creates great “next steps” that can influence the reader to reach out for help. We can implement this easily as well.

 

The take away: great content is more than a blog post or article at 30,000 feet. Content that defines the journey, gives specific information about the reader in real time and helps them choose the best path forward will help us stand out above this noisy marketplace. Let’s take a page out of Booz’s playbook.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.