Written by: Vickie Sullivan | May 08, 2018
How to Use Content to Build Your Business Case
Every thought leader should have content that raises awareness. Let’s go one step further, though. This Marketing Profs post on B2B videos is an excellent example of content that builds the business case. (Note: Free membership required to read the full article.)
Take a page out of their playbook with these ideas:
• Note the twist in the first point. The author addresses a key concern – long sales cycles – and shows that the solution is a different approach. This heads off a common objective off at the pass.
Listen: One thing every business case needs
• Point out the big changes. The author also uses data (that shows a big rise in buyer consumption) and developments (LinkedIn’s introduction of video).
In crowded markets, it’s not enough to use content marketing to raise awareness or show how you are different. You also need to show the business case.
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