The True Role of a Content Marketing Leader

When B2B companies build their content marketing strategies around product-focused content, it reminds Kapost Senior Director of Content Marketing Jesse Noyes of that guy or girl who asks someone to marry them after one date. Rather than generating interest in actually pursuing things further, that approach tends to elicit a very different response: A mad dash to the closest exit.

“Too often, we become so obsessed with selling something that we don’t think about how to approach the buyer, woo them, entertain them, engage them, and make them want to stay with us,” Noyes explains. “Content marketing should be that thing that slows everything down and keeps the focus on creating a really rewarding experience.”

The True Role of a Content Marketing Leader

Key Takeaways

• Content marketing leaders must be the most customer-obsessed employee in their organization. In fact, Noyes believes they should be the person driving the change toward a more buyer-centric sales and marketing strategy.
• Customer problems first; product information last. Before ever introducing their product, content marketers (and the companies they work for) should be focusing on customers’ problems and interests, and providing helpful ways to address them.
• Commitment is an act, not a word. While 83% of marketers say creating buyer-centric content is a priority, only 23% claim to be at any advanced state of this transition, according to a study by SiriusDecisions. For content marketing leaders to actually be successful, Noyes says buyer-centricity needs to become a real priority, not just a buzzword.

 

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