Email me course alerts
You'll soon be able to view this page in a print-friendly format

B2B Content Marketing - Speaking Topic

Quality online content is a currency: you can buy people's attention with it. It's no longer enough to just spruik features at a price anymore through your website. People look for and expect to find useful, non-sales orientated information online well before they're ready to make a final purchasing decision. Furthermore, the higher the ticket price and the greater the implications of making the wrong purchasing decision, the more research they'll undertake. 

B2B businesses must step in and be the ones to publish this non-sales orientated information to the web, attracting qualified buyers to their own websites. And in doing so use the attention opportunity to position themselves as the people in the know (the self-appointed subject matter experts). 

This speaking topic has wide appeal to B2B businesses from sectors as diverse as software, agriculture and engineering. It is available for delivery across Australia.

 

SPEAKING TOPIC OVERVIEW

 Most B2B businesses wouldn't consider themselves to be in the publishing game, but publish online they must, because that's where their fish are feeding.  Buyers now undertake extensive research online in an effort to know everything there is to know about their considered purchase - and finally to put a short-list together of suitable vendors. To publish layers of rich and detailed information about all the in's and out's of your products or services acts as a magnet for potential buyers.

Non-sales related publishing online is known as content marketing, and has been around in various forms for over 100 years. The predominance of search engines and the permanency of online content however has given it all new meaning for lead generation.

Topic Themes

  • How online search works (really), and how to drive self-qualified buyers to your website for free. 
  • The Long Tail of online content - why niche and technical level product content rules the web. 
  • Understanding your market from a micro-segmentation perspective down to a market of one.
  • Using buyer personas to gain insight into what to publish, in which media, and through what platform.
  • Identifying and dominating your chosen industry sector niche - go narrow, go deep.
  • Demonstrating and claiming thought leadership by plugging specific informational holes online.