In marketing, content is king. But what exactly does that mean when marketing your B2B business? What type of content will generate a quality lead? The right content is critical to reach your potential customers. Today’s potential buyers start their research online so you need them to find your brand early on in their research. Content is what attracts them – valuable, useful, well-placed information that will stand out in their search engine results.
Your prospect’s journey begins because they have encountered a problem at work. They will start to look for a solution online; so your first step is to understand their problems along with the solutions that you can provide for them. This drives your content. Your website visitors will move along a path best visualized as a funnel. It is wide at the top, and very narrow at the end to reflect both the volume of visitors at each section and how focused your content should be.
Content that speaks to Your Customers
The top of the funnel is wide, and your website and blog content too should have a wider focus. Your website will include information about the solutions your product range provides to the types of problems your potential customers are facing. Your blog should not be sales-focused. The goal is to position your brand as an authority, a leader and a trustworthy resource in your own niche. Your blog is where you establish a ‘relationship of trust’ with your visitors. They can share and comment, and the data about how they react to specific posts on the blog will tell you a lot about how well you are doing.
Your website and blog should include Calls-To-Action that offer visitors invaluable information in exchange for something from them. They give you some details such as their name and email address, in return for an ebook or webinar with valuable, useful content. Don’t ask for too much too soon. You need to establish trust and prove that they are getting something they really want from you.
Narrowing the Focus
When you have captured a prospect’s email address, you can send them additional information and offers through email. Don’t bombard them, but stay in touch by providing valuable content via email. With each offer, you ask for a few more details. This helps you put together a picture of who this prospect is and what they need. For B2B sales, you need to know a bit about the internal workings of your customer company. How are purchasing decisions made? Who in the company influences the decision making?
Perhaps the most difficult thing with creating this content is to give them information about your product range without giving it all away. You can talk in detail about the work problems they face and the solutions you can provide, and you should also outline various approaches to solving it. That does include the approaches taken by your competitors, although you need not name other companies. You can talk about why the approach your company takes is more effective, less expensive, or whatever else recommends it above the other approaches. How technical and detailed you get depends on your product or service, your audience and your specific field. You don’t want to spell out how a customer could solve their problem without you, but at the narrower end of the sales funnel, you have to make it very clear why your company’s solution is the best for them.
It’s worth taking the time to understand the reasons why customers would benefit from your products/services and building a content plan around these insights. Today’s potential customers spend more and more time researching online before making a purchase decision so it’s in your interest to provide the information that will help them to quickly find the solutions they need.
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