In an age of the compelling images and short, snappy sentences, the e-book comes across like a dinosaur. It’s just a few thousands words of tightly-packed information, backed by a few charts and graphs. Yet it remains a vital tool in converting a prospect into a customer in the B2B marketing world.
That lead you are trying to reach has to make an “informed” buying decision. Getting that person to purchase will require time, effort and facts. Here the e-book delivers, as B2B customers are looking for authoritative sources to inform, confirm and validate.
“The B2B audience is ideal for e-books, particularly during WFH [work from home] time. Candidly, we’re seeing a higher likelihood of someone spending time absorbing long-form information when their boss isn’t walking past their desk every half hour,” said Adam Smartschan, Chief Strategy Officer at Altitude Marketing, a B2B agency. “B2B buyers are doing more and more research as budgets tighten – helping them along with solid, useful content is a great way for marketers to prove their company’s worth.”
Slow, but well aimed
Like everything in marketing, knowing your target audience is half the challenge before making the pitch.
That means looking at any data compiled from past interactions. Consumer testimonials, surveys and third-party data can be used as source material, noted Jeff Taylor, VP for Media at influencer and performance marketing agency Viral Nation. SEO and keyword search are also useful, added Altitude’s Director of Content Marketing, Jeff Kotran. “But additionally, you must determine what industry publications – what stable of blogs, newsletters and forums – do they visit to learn about the problems their business has and how to solve them?”