“Decision-Making” Content

With social media outreach, you have a tremendous opportunity to help people make decisions about the products they choose. “One of the key benefits of social media (that’s rarely discussed) is its ability to resolve doubt and confusion among fence-sitters,” Jay Baer eloquently stated. Your content strategy needs tofocus on helping these “fence-sitters” choose you.

True decision-making content aligns the customer’s pain point with the solutions that solve it. It’s what we call “evergreen” content designed to help find the tipping point to move your leads to the next stage in the sales funnel, from “slow” to “medium” and from “medium” to “fast.” It’s content that you pour your heart and best resources into that, as a result, is always relevant to sales conversion.

Here are some examples of great decision-making content:

• Eloqua uses white papers, webinars, demos and toolkits to drive the sales process. Notice that every piece of content is directly related to problems that Eloqua can help solve.
• HubSpot has a vast array of resources for various content types around their core business, “Inbound Marketing“. By offering the information in these formats, it allows readers to select the “depth” of information they want on the subject and also help signal where they are in the buying process to HubSpot.
• CareOne offers tips on how to vet other debt-relief providers against them.

TIP: Create content that helps your prospects evaluate you against your competition and make the right decision for them.