Having a solid content strategy is essential in B2B marketing plans, because it is thanks to the contents that the targeted customers can reach the company website, convert into leads and follow a qualification process that accompanies them to the purchase (and continues to follow them even after).
In the fourth episode of our recurring series of marketing tips, we’ll look at how to create content that’s in line with the buyer’s journey, always useful and engaging. Keep reading to learn more!
What is B2B content marketing for?
The first goal is to attract qualified traffic to the company website, because fax lists the contents, in addition to being carefully written to intrigue the reader, are optimized according to the rules of SEO.
An effective content strategy is based on an in-depth study of buyer personas, the prospects that the company wants to attract and transform into customers.
When content is well designed, the benefits that can be obtained go far beyond positioning in search engines (which is already an excellent achievement in b2b marketing), because it improves the results of lead generation campaigns. Optimizes sales processes and makes the company emerge as an industry leader, demonstrating its experience and skills.
The element that can make the difference in a content plan. The b2b marketing strategy is precisely the way in which the contents correspond to the needs and the purchasing process of the different buyer personas. Let’s see how to do it, in the next paragraph.
Align the content strategy with the buyer’s journey
After defining the buyer persona, a crucial step that should not be underestimated b2b marketing pills strategy and objectives in b2b marketing, it is important to create a sort of map of the purchasing journey. In this way, the contents will speak to the actual needs of the prospects, whatever the phase they are experiencing.
While more informative and branded content is useful in the early stages to build trust in users, the further you get towards the purchase, the more specific the materials will need to be, focusing on the uniqueness of the company’s solutions and its reliability.
It is good to remember that buyer personas
Buyer’s journeys are not only useful for content strategy. But also cmo email list for account-based marketing (the protagonist of another episode of Marketing Pills ), demand generation, social media marketing and sales enablement.
These may seem like obvious steps, but they are not at all. How many times do we read posts or ads that we consider irrelevant? In the long run, the company that publishes them loses value in our eyes. Because it is using an extremely powerful channel from the point of view of targeting, but in an ineffective way.
The next step is to create content that is truly relevant to potential customers. At every stage of the buying process. Here are some tips.
How to orient content in the direction of b2b buyers
Just like sales conversations, B2B marketing content must shift the focus from the product. Service being sold and concentrate on the buyer’s needs.
What does the user search for in search engines and on social media? What do they read with greatest interest in email marketing newsletters?