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How does 3rd party content vs. vendor content play into a content map?
In other words, the credibility of an independent expert vs. the bias of the vendor?
This question came from Focus Webcast: Content Mapping: Where to Start, What You Need and How It Works
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2 Answers
There is a definitely benefit to be had by associating your company with 3rd party experts. This said, your company's expertise must also shine through or the people you attract will only be stopping by to get that 3rd party expertise.
The way to do this is to remove any perception of "vendor bias." The way to do that is by focusing your content on your buyers' interests, needs and problems - not on your company or products. Seriously - it's not about your company or products, it's about what's in it for buyers that will motivate them to have a conversation with you based on their own self-interest. Period.
What we have found has been a "night and day" difference with conversion rates on third party content versus vendor content. Think about when you want to buy, you are going to try to get as much unbiased opinion as you can possible gather. These opinions typically come in this order: peers, third party experts, then vendors. If you want to provide content that is perceived as having more value (and in many cases does), provide third party content along your entire content map.
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