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How to Build Marketing Content Around B2B Buying Triggers

April 28, 2011  

There are lots of ways to build your B2B content-marketing strategy. You can write to different buyer types, target stages of a buyer's journey—the list goes on.

"We've seen all of these approaches and more," says Doug Kessler in a post at the Velocity B2B Marketing Blog. "But I'd like to suggest another way to go: Build your content around your most important buying triggers."

A buying trigger, Kessler explains, is "an event in the life of a prospect that suddenly makes them receptive to your story."

Quick example: A publisher announces it wants to produce an iPad version of its magazine; a tablet-publishing company hears the news and, in response, produces helpful content on transitioning from print to tablet.

"If it's a real buying trigger, there's a real opportunity to create some good content around it," Kessler argues.

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