During the AWAI B2B Copywriting Intensive, I sat down with case study expert Ed Gandia and asked him a few questions about content marketing and the future of case studies.
Q: We’ve had an interesting discussion during the Intensive about content and copy. As a content expert, what is your insight into content marketing and the role it plays?
A: We’ve entered an era where content marketing isn’t just a fad. It’s reached the mainstream. It’s not a question as to whether you need it or not — you need it. That’s especially true if you sell products that are new, complex, or expensive. If they meet even two of those criteria, content marketing is critical.
The other big thing is the fact that in a way, salespeople have been replaced. It used to be the job of the salesperson to educate. That’s how customers got their education.
Well, customers want to be in control now. They want to get the information they want, when they want it, in the format they want it in. That aspect of the salesperson, speaking generally, has been replaced. Content is the only way customers can get that information when they want it and how they want it. It’s a very portable format. So, that’s the biggest thing.
There’s actually another aspect today also — the complexity of the buying cycle. There are more people involved in the buying process, especially when you get into expensive and complex products and services. More people are involved and there’s more due diligence that has to be done.
All of this points to a need for more content to justify the more expensive purchases and to educate the buying committee. In addition, with more types of media, there is more demand for content across all of them.
If you missed the AWAI B2B Copywriting Intensive, you can get full access to every session in the B2B Copywriting Intensive Home Study Program.