Strategy Applied to B2B
Let’s start with a tip. 88% of B2B companies use this strategy (according to the Content Marketing Institute), with which we can verify that there is a very close and logical relationship between “content marketing” and “business to business”.
Given this perspective, we could not miss the opportunity to tell you the benefits B2B companies can obtain from a good content marketing strategy. For this reason, if an organization wants to improve its commercial relations, its marketing and sales departments must work together to reach those people who make decisions and whose access is difficult.
However, surely you are wondering, “How to do it?” The key is to spark interest and attract the attention of “customers” through the content. Information that generates value can be the key to approaching them and managing their conversion. For these reasons, we can affirm that content marketing is a priority within companies’ global marketing strategy.
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Table of Contents
Phases of Content Marketing in B2B
Now, is it enough to generate content just for the sake of it? Not. We must base our strategy on messages designed for each phase in which our future client is (or we want it to be).
Once defined, we must work them around the format we want to use, make sure that the content adapts to it, that it reaches the consumer with force, that it transmits what we wish to and that it can help the client to be interested in us and of the next step. It must remain borne in mind that the dissemination and measurement of results are essential for our strategy to work. On what phases should our messages be based?
Awareness:
Attracting companies’ interest will allow us to increase our database and the quality of our leads. We will offer content of interest in exchange for information and a closer relationship.
At present, our main challenge will be the ability to attract and retain customers. Still, we will have to stand out in an increasingly competitive environment where companies will produce more content and increase their investment in developing it because we remember that the capture of quality leads is the priority of B2B. Later we will see what formats we can use to achieve greater effectiveness.
Evaluate:
Given the great offer on the market that the client will surely enjoy, we are forced to create content that demonstrates why our company, service or product is a good option that allows you to compare with others and reach conclusions. Let’s show here everything we can do for our client and what benefits it can bring him.
Perhaps we should pause and remember the need to invest time and resources (especially time) for a content marketing strategy to work. The results are not immediate. For this reason, at this stage, we must evaluate quantitative and qualitative parameters that help us detect if our strategy is working: number of impressions. These people have interacted with our content. Or how much information we have obtained from potential customers (subscription to newsletters, users who have filled out the contact form.
Convince:
The moment of truth has arrived: transform our leads into sales (lead nurturing). To do this, we must maintain the relationship through content and convince through new information about how necessary our products or services can be for companies and why they should choose us over others. If we manage to increase our sales and continue with our content marketing strategy, we will retain these customers.
Formats and Channels to Position Content
When planning our content marketing strategy for B2B, we might think that the priority should be the quality of content development based on the phases we have just talked about. And we are not far from reality. However, many would argue that substance is just as important as form. Especially in any marketing campaign where all aspects must be coordinated. For this reason, we present some of the best formats so that you can integrate them into your strategy and delight and convince your clients:
Social networks and visual content attract users’ attention: Undoubtedly, the favourite channel and format for companies, whose presence (supported by web design) has been transferred to a content strategy on social networks.
Social networks have positioned themselves as the perfect showcase to present. In turn, products and services in all kinds of media and visual formats: images, infographics, illustrations and videos. We can certainly use them in the first two phases of our strategy because they meet the objectives of attracting customers. And the possibility of measuring results with their analytical tools.
Free Content to retain Potential Customers:
If the visual section is the one that imposes its domain, companies cannot miss other formats. That is very useful, especially when necessary, to offer complete information, such as some service. In this case, the star format is the Ebook (how many times do they offer it to you for free?). Which allows the exchange of information and generates value. Nor do we forget other formats such as Whitepaper, Checklists or User Guides. All this is better-promoted thanks to an emailing sent to a qualified base, which contains its landing page. And form, duly designed so that the downloads are successful and your leads increase.
Formats to convince our customers:
Strengthen your commitment to content and offer exclusive advantages to persuade them to purchase your products. Or services while differentiating them from the competition. There are several possibilities: webinars, free trials, introductory offers, discounts, promotions, satisfaction surveys or customer testimonials. It is crucial to design the right landing page that generates expectation and reinforces our leads’ interest.
It is evident that a good content marketing strategy assures you many benefits and generates value for your brand. However, both its elaboration based on the appropriate messages and its adaptation and presentation in the different formats. And channels is a complex process that involves many departments and marketing professionals. Therefore, if you want to bring content marketing to your B2B business, we can help you do it with results.
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