Imagine building a multi-million-dollar company in 5 years without ever employing a single salesperson?  How did they do it?  Magic!  Well, not really, they actually achieved their revenue goals through building a strong content framework that reflected the value and mission of their brand.

The company I’m talking about is HelpScout. Recently, I had the pleasure of speaking with Nick Francis, HelpScout’s CEO and Co-founder.  HelpScout is a software-as-a-service (SaaS) customer experience and support solution.  The secret to their revenue success was to be very clear on what they wanted to accomplish for the market with their solution.  Then they built an inbound brand experience through content creation and amplification.

HelpScout’s route to revenue is becoming more and more commonplace.  A recent report published by Kapost revealed the following statistics on content-fueled inbound marketing strategies:

  • Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing (source)
  • Case studies reveal that integrated customer journeys provide a competitive advantage, in some cases doubling sales year over year. (source)
  • Adopting an inbound strategy doubles average website conversion rates, from 6% to 12% (source)

Today’s B2B buying culture is extremely impatient when it comes to information.  Target buyer want access to helpful information when they want it and if you are not there to deliver it to them you’re out of the game.

But what are the other benefits of building an omnipresent content program?  Is it just to satisfy immediate and initial curiosity?  Of course not.  A good and productive content strategy is applied to all stages of the buying process, not just at the initial interest stage.

Take a look at some pretty compelling benefits to building a true content-to-revenue strategy:

  • Improved targeting and better lead quantity and quality
    • Unstructured content or ad hoc content may get you attention. It may get you a lot of attention.  But it’s the attention of companies that will actually buy from you that you want.  Effective content strategies are ones that are customer-centric and covers the topics that draw the buyer to self-identify.  If they can picture themselves in your message, you’ve locked them in for continued interaction and subsequently conversion.
  • Better control of the buying process
    • A full arsenal of progressive content journeys provides your target market with a self-led buyer UX.
    • Delivering the right content at the right time helps to provoke thought and accelerate action. The more tailored, stage-by-stage content you have, the easier it will be to influence and support the sale.
  • Lead program optimization and attribution.
    • Because content is largely amplified online it is trackable. When done right, content analysis allows you to know where you can repeat success.  You can apply more resources to the right topics, assets and channels in order to deliver and attribute revenue results.

In today’s highly connected, self-service B2B culture, content is the fuel that all sales and marketing activity will run on so get ready and embrace it.  The key to success will be understanding your target and how they will buy.  Once you know this, you can create the content that will keep them engaged at every stage of their interest.  Just remember to keep it valuable and entice them to continue the interaction.