Value-added content is now essential for B2B lead generation

Seth Godin, one of the most celebrated entrepreneurs of the information age, once said, “content marketing is all the marketing that’s left.”

While this still rings true today, the content that worked a decade ago just doesn’t provide the same results it used to.

Posting 500 words to your blog once per month is no longer a marketing strategy — it’s the bare minimum. Customers won’t be impressed if your content is clearly written for search engines and not to inform readers.

Furthermore, if the only insights you can provide your audience are coming from other published content, your customers will have little incentive to read, share, or download your content, much less to exchange their contact information for it.

If your customers are like most professionals, they want content that adds value. They won’t value your own opinions as much as they will their peers’. They want to hear the opinions and insights of people like them — i.e. other customers.

What is Value-Added Content?

Value-added content is differentiated from menial content by what it adds to the conversation. It’s original, unparalleled, and unique. If your prospect consumes a piece of your value-added content, they should gain something they didn’t have before, whether it’s useful information, inspiration, or even just a laugh.

Creating menial content is relatively easy. You simply scour the internet for information, then re-purpose, repackage, and rewrite it before posting it to your own domain as if it’s completely original.

If you do a Google search for “how to do social media marketing,” you’ll see countless pieces of repackaged content on the subject.

Knowing you can get this amount of information at your fingertips is certainly helpful, but none of these articles will teach you anything the others can’t.

In 2017, over half of B2B buyers said they relied more on content to research their buying decisions than they did the year before. According to one survey by Demand Gen Report, virtually all B2B buyers (96%) say they want to consume content with more input from industry thought leaders.

That is to say, they’re looking for unique input from people who understand their industry, their challenges, and their position in the marketplace. They’re looking for content that adds real value.

Creating Value-Added Content

There are several kinds of value-added content. Informative blog posts, original infographics, videos, webinars, and newsletters technically fit the bill, as long as they provide something informative that can’t be found elsewhere.

However, the most sought-after types of value-added content are proprietary research, analysis, and customer-generated content, such as quotes and reviews. It’s these assets which make content “value-added” in the first place.

According to one study, 64% of B2B buyers find content authored by a third-party publication or analyst the most credible compared to other types of B2B marketing content. An equal percentage of B2B buyers find user-generated feedback the most credible.

Meanwhile, B2B buyers consider content branded directly from a vendor to be the least credible of all.

(Source: Marketing Charts)

Value-added content starts with an idea, but it is fueled by data. You can obtain data by harvesting it from your customers or by cataloging it from third-party sources.

But the best data is given to you by your customers willingly. That’s why we insist on starting every project with a survey.

By asking your customers and prospects questions about your value proposition, you can gain actionable insights about your market and information to use in your content. Once that data is processed and analyzed, it has enormous value for your lead generation strategy.

Your customers want to know how they stack up to their competitors, and your report may just be the best way to find out. If you can promise your contacts original research on a quarterly or even monthly basis, they’ll be more likely to sign up for your newsletters and engage with your company online.

Value-Added Content is Within Reach

Whether you want to interview your prospects to determine their pain points or obtain powerful data to use in your content marketing efforts, you don’t need to spend an exorbitant amount of money to reach your goals.

If you’re a small or medium-sized business, you can now obtain original research, white papers, newsletters, value-added blog posts, and other content assets within your budget. Contact an analyst today to discuss your upcoming project and learn how we can help.