Ditch the sales pitch argues B2B content masterclass podcast
B2B content must stop trying to aggressively sell products to connect with audiences, one of Australia’s top experts on the subject has argued.
Andrew Storrier, the content marketing lead at global software giants Hexagon PPM, added businesses should instead focus their efforts on delivering jargon-free, credible editorial.
He was talking on Mumbrella and Cooperate’s new sponsored podcast series, The Messy Middle of Marketing, which has gone live today. To listen, press the play button below to listen on Spotify, at the bottom to listen via Soundcloud or visit our homepage.
It aims to arm B2B marketers with the tips and tricks to ensure their content resonates with readers, viewers and listeners.
“Product agnostic content is what everyone wants,” Storrier said. “It’s as simple as that.
“Today, people are too far down their own buyer journeys to need you to come in and say, ‘This is the service to buy.’
“The way to convince is to be open and transparent.”
The episode features Storrier alongside Cooperate’s founder Tom Spencer being quizzed by Mumbrella.
“A lot of B2B content is bland,” agreed Spencer. “It’s easy to forget there’s a person on the end you need to influence and engage with. That person has aspirations, fears and is trying to get something done.
“You’re not talking to Microsoft. You’re talking to Jenny, the account manager at Microsoft in the SMB team.”
The real secret, they agreed, was to focus on solving problems as industry experts.
Other topics covered in the podcast include how to choose content topics and segments, come up with killer ideas and write a successful brief for journalists and copywriters.
Cooperate is a platform that allows businesses to visualise their path to purchase data, so they can see exactly where their campaigns are succeeding or failing.
Meanwhile, Hexagon PPM is one of the world’s biggest providers of engineering design and project management software.
Storrier previously worked at a content strategist at King Content and content and SEO director for Crimson Education.
To find out more, visit our series podcast website here.