KEO Marketing

Be in the Know.

Already Blogging? Create Content for Serious Buyers, Too

When you started a company blog, you probably did so with the following goals in mind:

  • Increase traffic from search engines and social media
  • Keep your audience engaged with your brand
  • Generate more leads

While a blog is essential for building brand awareness and helping leads research your solutions, there’s a point at which serious buyers need more in-depth content – and we’re not just talking about white papers and case studies. These buyers need content that helps them justify a purchase decision.

One example is a Web application that calculates ROI. Buyers need to see convincing numbers before choosing to invest in your product or service, and a calculator can help. Develop a calculator that shows buyers how much they’re spending (or not earning) today versus how much revenue they will generate by partnering with you. The calculator will make it difficult for a serious buyer to make any choice other than working with your organization.

Webinars can be just as effective. When developing your webinar, include use cases for your solution that clearly highlight the ROI your clients or customers enjoy. Show buyers how to “plug in” their own scenario (and their own numbers!) to get an idea of the advantages they will gain by making a purchase.

As a leading B2B content marketing agency, KEO Marketing creates content for every stage of the buyer’s journey. The moment buyers start wondering how your solution will impact their bottom line, they should be able to use your content to answer the question.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.