Content: Currency in the Attention Economy

Social networking experts share how to become a magnet for buyers

Laura Sparks | Feb. 23, 2017

Buyers of accounting services are growing more demanding and becoming more price sensitive. How can your firm break through these defenses and build the kinds of relationships that lead to profitable engagements?

When it is done well and distributed effectively, content acts as a magnet that attracts qualified buyers, says Jill Rowley, a former technology sales professional and now a startup advisor and social selling “evangelist.” In an October 2016 Content Marketing Institute webinar, Rowley shared how marketers can help salespeople better leverage content as “currency” to become more visible in their social networks and more valuable to their buyers.

Today’s business-to-business buyer is mobile, digitally driven, socially connected, and empowered with nearly unlimited access to information, Rowley says. It’s no wonder that she prefers gathering information online to interacting with a salesperson—and that preference extends to making the purchase online. According to the 2015 Forrester/Internet Retailer B2B Buyer Channel Preferences Survey, 93% of B2B buyers prefer to buy online.

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