We do business with brands we know, like, and trust. This tried and true expression has guided marketers for decades, helping us align our organizational beliefs with our actions. However, like most popular axioms it’s easy to nod along at these words without fully internalizing their meaning. Plus digital tools such as social media and content marketing have changed every aspect of how we build brands online and off.
Recently I found myself listening to public radio’s Ira Glass as a guest on Alec Baldwin’s podcast, Here’s The Thing. It’s worth noting that in addition to being a great actor and unique celebrity personality, Mr. Baldwin is also an exceptional podcast host and interviewer. However, I want to focus on something Glass said during the show that is applicable to your content marketing.
It’s been a week already. Where did the days go? You know you need to update your blog regularly – it’s what all of the experts say – but you’ve just plain run out of ideas. No matter how hard you try to think of something to write about, you just come up blank. And the curser flashing on the screen mocks you.
As more and more B2B vendors are starting to agree that they should be focusing their strategies closer to those of B2C practices, many will say that the consumerization of B2B has already begun. Thanks to the Internet and the access B2B buyers have to information about vendors, 70-90% of their buying journey is already complete before they even reach out to a company.