#241: The Best B2B Content Strategy to Generate Revenue (Be Helpful - Stage 2 of the 5 BEs Framework)

Why is helpful content always going to perform that hype content that we see so much of or the hype AI content that we see so much of these days? Well, helpful content positions you as a trusted guide.

It's not just another vendor screaming for attention on whatever social platform you happen to be distributing that content on.

It earns you that time and attention from your audiences because it's truly helpful.

In contrast, hype content gets scrolled right past.

People kind of get a feel for what that looks like and they kind of breeze over it very quickly.

Maybe this first time you'll get them.

but it touches a negative connotation to your brand and probably they'll skip your brand next time they see it.

And demand generation isn't about interrupting.

It's not about that first interruption that you get with hype content.

It's actually about solving problems, real problems with your helpful content for your dream customers.

And Kevin, I think Be Helpful, this second stage in our five-piece framework, really all comes down to that idea in B2B marketing that nobody got fired for hiring IBM.

Meaning it is much easier for the person that you're selling to, to just stick with the status quo.

For them to just choose IBM, choose the vendor that has a fantastic reputation in the market and just go with what is already going on.

If they want to challenge the status quo, if they want to switch vendors from their current one and take a chance on you, who might be a bit less proven, well, that's actually a professional risk to that person.

So we have to make them feel very secure that we are not going to let them down.

And a key way to do that, Kev, it's kind of just like in real life, right? It's about building trust and making sure that that person knows, hey, we are built for you.

I clearly understand you.

I understand your problems.

And I'm here to solve them in a way that the incumbent simply can't.

And that's why Be Helpful, I think, Kevin, is such an important mindset shift for people.

Yeah, it's that mindset shift that hopefully comes across in your content so that people can actually see, oh, I'm getting value directly from the content right from the off.

I don't have to download a document after completing a form that Where I have to tell this company that I know nothing about all my life details before they even give me something of use.

And I know I'm going to get spam calls at the end of it.

So that means I am not going to put my details out.

I'm not going to get the health content.