Businesses typically have very long sales cycles that involve sequential stages through which transactions are negotiated. As a result, it is not unusual for corporate buying processes to run into weeks or even months.

Your content marketing campaign should factor in this duration as you reach out to your audience. But no single piece of content will take your prospects through the entire buyer’s journey … from knowing nothing about your brand to eventually buying and recommending your business.

Structuring your marketing strategy to distribute a continuum of content to every stage of the buying decision-making process is the best way to unlock the secrets of successful B2B content. Because the continuum approach delivers escalating value at every touchpoint.

It creates a dialogue that makes your buyers feel like they are conversing with you at every stage of the buying process. And drives momentum to generate results across your entire funnel.

However, without a strategy that integrates your content into their decision-making process, neither you nor your prospects will get the most out of your marketing. "TEACH, don't PITCH" is not just a book.

It's a paradigm shift in B2B content marketing. Let’s see what’s inside …The book starts with consumer psychology and buyer behavior.

In this section, we explore the subconscious drivers of purchase decision-making and the allure of empathy in content marketing. This paves the way to PART 1, which looks at the fundamentals of a B2B content strategy.

This includes a business case for content marketing and goals that produce real results. Next is PART 2, which covers the 6 Pillars of an Empathy-Based Content Strategy.

This includes your brand’s voice, tone of voice, message map, editorial calendar, content distribution channels, and performance metrics. After that comes PART 3, which is all about the B2B target audience.

We'll work through the decision-making unit, data-driven insights, and actionable buyer personas. Finally, PART 4 explains how to create a strategic continuum of empathy-based content for a customer-centric approach.

This groundbreaking outline links the decision-making process to the evolving buyer's search intent. This will equip you to tailor content to the top of the funnel, middle of the funnel, bottom of the funnel, and revenue optimization stage.

As April Henderson, Consulting Director at Forrester Research, once said … “B2B buyers want empathy, not empty promises. Because they don’t turn off their consumer brains when making organizational purchases”.

Whether you're a seasoned B2B marketer or content writer, you'll discover something new to help you write better content for decision-makers who ultimately purchase a product or service. So, if you're ready to embrace a new way of creating content that puts education and empathy at the forefront, get your copy.

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