Done well, content marketing can be a powerful weapon in the B2B marketer's arsenal, helping to generate leads, nurture them, and convert them into customers. Done badly, it's ineffective and a waste of time and other precious marketing resources.
First and foremost, you'll need to know whom you're targeting: Who are your B2B buyer personas? Second, you'll need to meet them where they are—in the appropriate stage of the buying cycle.
Depending on where your intended target audiences are in the purchase funnel, content marketing needs to provide content tailored to meet that audience's informational needs.
Someone at the top of the funnel, in the awareness stage, is in the process of becoming informed. They'll need educational content such as blog posts and guest articles, which are how you can begin to get on their radar.
Whereas someone at the bottom of the funnel, in the purchase stage, has already gone through the awareness and evaluation stage and is now about to make a final decision.
At that point (and probably earlier in the funnel, during the evaluation stage) it would make sense to get case studies about your service or product into their hands.
Continue reading "How to Create and Optimize Content Marketing for the B2B Funnel [Infographic]" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Content:
- Traditional Content Marketing Is Broken—Here's How Amplified Marketing Can Fix It
- The Podcast Boom: Audience and Content Trends
- The Content Preferences of B2B Buyers
- A Marketer's Guide to YouTube for Business: Nick Nimmin on Marketing Smarts [Podcast]
- How Different Business Teams Distribute Video Content
- The Video Content B2B Buyers Find Most Helpful