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What do IT Buyers want from Content Marketers?

At Inbound Marketing Week 2014 Brightfire held an event in partnership with Octopus

Group and Hubspot called “Tech Heads – The Human CIO”. Hubspot also held their own

content marketing event.

Joe Chernov presented at both.

Image by Dietmar Becker

Image by Dietmar Becker

This is Joe Chernov

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Joe is an award winning content marketer

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Joe suggests B2B content marketing should mimic B2C

At the event, Joe provided insight into this idea through

the following question…

Image by Sam Lavy Disneyland Paris Parade - Eeyore

At Disneyland what are two frequent questions asked by

customers?

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#1. “What time is the 3 o’clock parade?”

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Odd question, yes…BUT Joe says this is not what customers

are really asking

Customers are overwhelmed by Disney overload and are simply

asking for help.

And staff are trained to recognise this and identify what information

their customers really need

Similarly, content marketers need to be good

at recognising what the IT buyer really wants in order to provide the actual required

information in what is a world of information overload.

Do this and you can become the

Queen

…or King of Content Marketing

Image by Dietmar Becker

Just like Joe.

Finally, what was that 2nd question customers always ask

at Disneyland?

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(http://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons

#2. “Where are the toilets?”

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