Leveraging Content For B2b Marketing
Most B2B customers begin their research process from search engines
. So, one of the critical components of a B2B content marketing strategy is to make sure that the marketing content is found easily and the content appears within the top three results page itself.
Content plays a key role in driving prospects to company web pages. It influences the decision-making process because using useful and relevant content marketers have the opportunity to stay with the prospect throughout the purchase path. And, this includes activities such as watching videos, reading tutorials or participating in social media forums.
To make content visible to all those searching for a solution that is offered by a B2B marketer, marketers must essentially understand the need to embed keywords into every content asset that they share or circulate. And this includes company web pages on the company website and social media sites. Content, where keywords need to be inserted, includes white papers, case studies, blogs, tutorials, webinars, PR statements, social media replies, comments, posts, etc.
It is also important for marketers to create creative landing pages for each content asset that is being shared with prospects. This way, the person using search engines for researching will be directed to these pages, which will contain exclusive information about the product or service offering. Also, when appropriate keywords are used in landing pages, the overall search rankings improve drastically.
It is equally important for marketers to share the right content asset based on the purchasing stage of the prospect. Using sales intelligence tools that enable marketers to deduce lead intent can help in taking the next logical step to clinch the sales deal.
A list of content assets that can be shared at various stages is provided below.
Research stage - Thought leadership content including whitepapers, research reports, and interactive content like Webinars.
Consider stage - Product/service oriented content like features list, data sheet, product videos etc.
Trial Stage Detailed demos on how to use various features, support documents to help him navigate easily, pricing and competitor feature comparison charts
Buy Stage - Customer testimonials and success stories, special discounts, privacy and product security related documents.
Irrespective of the content shared, B2B marketers must:
Perform keyword analysis
Create a content strategy based on buyer stages
Share content through social media campaigns
Monitor content based marketing performance of the campaign.
Consider usage of B2B marketing automation and search engine optimization tools
by: brianwarren
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