Most companies still base their speech on their company or their products. This is shown by the latest survey by Corporate Visions, which indicates that only 27% of B2B companies focus their content strategy truly customer-oriented. As reflected in the results of the report, both the marketing strategy of these companies and their content focuses on the  benefits of the company and its products, leaving aside the need to conquer the consumer with pieces that go beyond the usual arguments sales, and really add value to the target audience. As a result, only 13% of these companies find that their product-centric strategy is really useful, and it helps them to obtain the desired results.

Some conclusions that coincide with those previously provided by the Economist Group and Peppercomm report, which indicated that B2B companies focused on providing data and characteristics about their products and services, as well as referencing the opinion of experts, rather than showing generated information. Beyond your own Venezuela phone number list  sources, talk about trends and give a broader perspective on your company and your industry. The main conclusion of this report is that companies should put aside their desire to sell when it comes to setting the objectives of their content strategy.

Another serious error that this study reveals is the absence of a content strategy. Corporate Visions states that only 29% of companies follow a clearly defined strategy with a consistent message that is maintained across all actions. 35% of them have established this objective, but do not really develop it, while the remaining 36% do not even have it, or their application does not follow the desired coherence.

The Corporate Visions report emphasizes the need for a company’s content strategy to be marked by consistency. For this, training and professionalization of these actions is key. However, only 1 in 2 companies have trained and raised the awareness of those responsible for creating content in their organization in this regard, in order to develop and apply a message in a coherent way, extensive to all actions of the brand. Likewise, only 34% of them trust that the support of professionals will be useful to offer an effective and quality strategy; that the control and monitoring of the actions ensure positive results.

By way of conclusion, the report calls for strategy and methodical application to be essential to detect needs, and generate business opportunities, through marketing actions. All this focused on the needs of the client, not on the commercial interest of the company. In this way, the company will be able to highlight and attack previously unknown fronts, provide solutions and enrich the customer’s perspective on the product, in such a way that it helps them make their purchase decisions and, ultimately, improve engagement with the target audience .

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