For the B2B industry, content marketing is one of the ultimate tools to drive quality leads. One of the best ways to generate demand is by offering valuable information resources in exchange for contact information. A lot of B2B audiences are more than willing to provide you with their contact details if you provide them the content they want in exchange. For instance, you can add several hundred new contacts to your mailing list by offering valuable e-books for free. Adding blog posts on topics that generate interest and encourage readers to download free whitepapers or comprehensive guides can benefit greatly as well.
The online content marketing world is more competitive than ever before. Every time you google something, millions of results populate on your screen. However, only the top ten search results are visible. A good content marketing strategy can greatly benefit your ROI, but how you stand above all the online competition is what’ll set you apart from the rest. One of the major pre-requisites in creating a robust content strategy is Content Mapping. It is all about understanding your audiences well to create content for each stage of their journey towards buying your product. Since most people don’t go straight from discovery to buying, they usually discover your website, think about your product, spend some time researching, see a retargeting ad, and then maybe get influenced to buy. In other words, people take a lot of time to transition from cognizance to consideration to finally, buying.
Traditionally, content marketing is a top of funnel strategy, which means that it builds brand awareness and engagement. Therefore, it is very important to understand your customers. One of the best ways to do that is to create a customer persona, wherein you document their personal information, their challenges and pain points, their role in the purchase process, their sources of information, etc. And once that’s achieved, you can direct them during their buying journey, converting them from mere traffic to prospect to sale. By guiding your prospects through this vital process with adequate information, help, and consistent availability, they’re much more likely to appreciate you.
It’s further critical that you understand the way people buy and then create content for each buying stage. The three basic stages being:
This is the first stage of a buyer’s journey, where your audience becomes aware of your business. They aren’t necessarily ready to buy yet or even ready to opt-in for your email list or newsletters but because of the content you created, they would know about your products or services. In terms of brand awareness, it’s imperative to pay attention to high-level analytics and performance metrics. These include things like traffic, page views, engagement rate, time on site, articles viewed, and top-performing pages. This measuring style helps B2B businesses ensure that they’re investing in the most relevant content that matters.
Once people are aware of your business, they might opt for your services and consider buying from you. Content marketing significantly helps to alert people that your business exists, and is also remarkable at influencing people through the consideration phase. It’s crucial to pay attention to newsletters sign-ups, form submissions, number of returning visitors, and resource downloads. All this leads to gauge the interest level of your potential prospects, ready to convert at a later stage.
Well! This is the most favorite part of the buying process. It is the stage where your customer is familiar with your services or the products you offer and what your business represents. It is the most important stage because now is the time when you either make or break a plausible sale. In other words, it is conversion optimization time in terms of B2B content marketing efforts. Therefore, it is suggested that B2B businesses target long-tail keywords for their digital content marketing efforts. You can also create blogs to create content that caters to long-tail, high commitment keywords, and then include compelling CTAs within that content. You can also consider offering a discount, a free trial, or a special offer.
And then there are additional forms of B2B content marketing like social media, videos and paid search advertising. Social media is probably the most powerful type of content marketing in the digital world. Marketers have increasingly flocked to this platform in droves trying to sell their products and reach their potential customers. Video content is another impactful tool to communicate with your audiences. People love videos as they remember it better, and it’s more engaging. Search advertising allows you to create content and then drive traffic to it. Paid search advertising is a great way to boost your traffic and sales, especially in the nascent stages of your business.
Today, content marketing is being used in various forms extensively, and B2B businesses are using it to the best of their advantage. As the content marketing world gets more competitive, the key lies in utilizing the right content marketing platform to stay in the race and be successful at the same time. It’s equally imperative to focus on telling customer-relevant stories, no matter the platform because the right words resonate with the right kind of audience at the right time.