B2B

Why Your Content Needs to Focus on Expertise and Relevant Experience

Andrew-Schulkind
By Andrew Schulkind

Expertise and relevant experience now matter more than price and reputation.

The latter two still matter, of course, but according to a recent study by Hinge Marketing, the old twin pillars of professional services buyers’ decision-making — price and reputation — have been replaced by expertise and relevant experience.

That’s not to say that your B2B prospects are making decisions with a “hang the expense!” attitude, nor will they ignore any evidence they find of you being difficult to work with or in any way suspect.

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Andrew-Schulkind

Andrew Schulkind

Since founding Andigo, Andrew Schulkind has asked clients two simple question: what does digital marketing success look like, and how can marketing progress be measured? Andigo’s work includes web design and development, content marketing, and digital strategy, among other digital marketing components, with a goal of helping firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either. Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?”)

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