According to an article in “Sales & Marketing Management” magazine, “a Forrester Research review of 30 business-to-business websites in six industries revealed that the majority fail to engage users with content. Interesting enough, the review revealed that the biggest problem with these websites is the majority of content talks about the company, what its products and services do and how many awards they’ve won, but doesn’t address the issues that their prospective buyers are trying to solve.”
In other words, research showed that most B2B websites are too braggadocio. I have seen the same crime against editors and prospective customers with respect to product news releases. Rather than preparing a product news release that illustrates how their products solve problems, most companies write about product features and try to reinforce their claims with a quote from the Vice President or President of the company with something like “Joe Smith, president of XYZ company believes this world-class, state-of-the-art widget will help customers increase their productivity.”
When preparing content for websites and product news releases, it is essential that you convey how your product solves problems for your customers. If you have a product that solves problems in different market niches, then prepare content for each niche that illustrates how your product solves problems for them. What follows is an example of how we did this for clad metal wire. Other niche examples can be viewed here http://www.venmarkinternational.com/news-items/anomet-products/
Our client Dan Lambert’s response, “We’re getting extraordinary results from the last press release targeting the medical niche. It is no wonder Anomet has been hiring Venmark International since 1978!”
So, the biggest reason why content fails in websites and product releases is because it is too braggadocio and not focused on what prospective customers really need to know which is: how can you solve their problems.
© 2015 Steven M. Stroum