Want to create content that resonates and drives recurring revenue?
Center it around your buyer and make it human.
Here are 3 parts you want in:
- A talk with your buyers planned? Capture the conversation (by recording and transcription) into voice and written content.
- Inspired by how the market is changing and a shift is happening? Create a transformation journey out of it and define the aspirational identity of your buyer.
- Ready to be the guide for your hero? Make sure you have a plan in place and connect your offering to making the transformation of your buyer a reality.
An example here with the "Guide changing role IT Manager" and what it realized.
Thousands of engagement across Europe
Adding value in the journey for the buyer
Created demand and impacted pipeline that closed millions of € of recurring revenue
Earned the # 1 spot based on the # of downloads in several European markets
Helped commercial people in conversations with buyers connected to the consultancy/transformation and recurring revenue offering
Overall the content has shown to be quite accurate. It was predicted rather well how the role evolved in a 5 year period
Remember: Make sure your content enables and inspires your buyers, every step of their journey.