Modern B2B Content Marketing Strategy | Deck7
An Overview of Modern B2B Content Marketing
Traditional marketing techniques for B2B marketing have proven to be not as effective as inbound marketing because of the nature of the message. Interrupting your audience is a key characteristic of outbound marketing while inbound marketing aims to solve a challenge or pain point that the customer is facing exactly when they are looking for the solution. When your prospect heads online looking for a solution it is the ideal opportunity to improve brand awareness and boost conversions.
Some of the goals of B2B content marketing are to let your target audience know about your brand, develop the information they have about the brand, and allow the consumer to see the benefits of using your product or service. Over time, the goal changes to drive leads to your business and convert a prospective customer into a qualified lead. What sets B2B content apart from B2C is that it has to have some form of use to the reader. If the reader is unable to apply what they have learned, then B2B content has not achieved its goal. There are exceptions to this rule but the main aim is to be viewed as a resource for other professionals in your target industry.
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Customizing Content to Your Buyer's Journey
Mapping what you make to the buyer’s journey is vital to its ability to help convert a prospect into a customer. Once you’ve created a detailed buyer persona, segment your buyers based on the stage they are in their journey to being a purchasing customer. Traditionally, a content marketing campaign has a wide top funnel and this is where your customer experience begins. Right from awareness to purchase, the experience needs to be a pleasant one that leaves them wanting more.
The core stages that a typical buyer goes through are:
· Awareness
· Interest
· Consideration
· Intent
· Evaluation
· Conversion
The B2B buyer journey usually includes more than one person. Even if it begins with one person, as they progress through the journey the individual grows into a committee and the buying decision requires a consensus. The B2B journey also does not necessarily need to be linear depending on your buyer’s organizational structure.
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High-performing Content Formats
There are four types of content:
· Audio
· Video
· Image
· Written
Qualitative over Quantitative Data in KPIs
KPIs have shifted and qualitative measures of engagement, especially on social media like Facebook, can help your business change strategies on the fly and adjust the tone of messaging appropriately. Brand messaging needs to find a fine balance between sensitivity and optimism and this can be like walking a tightrope initially.
Estimates state that a recovery period will emerge most likely in the middle of 2021 changing the content marketing ecosystem as you know it. There are studies conducted by various management consulting firms like McKinsey and Bain as well as other reputable sources like Harvard Business Review and McGraw Hill Research that show that finding equilibrium between investing in future opportunities and cost-cutting is the key to surviving the test of time.
There are many free and paid content marketing tools at your disposal to help you navigate uncertainties so there’s help available if you need it. If you’re unsure about where your business stands in terms of content marketing or you’re running out of content ideas, hire a content marketing agency like Deck 7 to conduct a content audit and run your next successful campaign. A whopping 84% of B2B marketers outsource their content creation process and it seems to work for them. Contact Deck 7 today to try it out for yourself…..Read More
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