Gone are the days when it was possible to attract the attention of business buyers with just one product. Today s marketers need content to satisfy their audience s need for information and social approval.
But don t forget the sales funnel. Each stage has its own content:
What content formats will help guide the user through all the stages to make a purchase, we will tell you in the infographic.
B2B content marketing funnel: a guide to creating and optimizing
Content marketing generates 3x more leads than outbound marketing. It is also 62% cheaper. However, to see results, you need to properly build your B2B content marketing funnel. This guide will help you create or optimize it.
The basics of creating a funnel for B2B content marketing
Acquaintance
Engage your audience with content on topics that are relevant to your industry. Create content to increase awareness and drive traffic.
Publish:
What formats to choose:
- Blog Posts / Articles
- Infographics
- Social media posts
- Video
- E-books / guides
- Guest publications
Interest
Help potential customers learn more about your business, products and / or services. Create content that builds trust and emphasizes your reliability.
Publish:
What formats to choose:
- Cases
- White papers
- Templates
- Checklists
- Retargeting
- Podcasts
- Guides
- Video
- Webinars
Purchase
Convince the prospect that making a purchase is the best solution. Create content that will highlight your value proposition and help close the deal.
Publish:
What formats to choose:
- Demo versions
- Cases
- Reviews
- Consulting
- Events
How to optimize your B2B content marketing funnel
1. Create content for your audience, not for yourself
90% of the most successful B2B content marketers focus on the information needs of the audience. Create detailed and valuable content, not ads.
2. Segment your audience and create a funnel for each person
Publish valuable content for the needs of each person. 77% of the most successful B2B content marketers use audience portraits in their work. Identify the unique “pains” and information needs of each person.
3. Evaluate the effectiveness of the created funnel in terms of traffic and conversions
Use UTM links to identify effective content formats and channels. Analyze social media and website data with built-in tools. Collect customer and employee feedback on the effectiveness of approaches. Identify the stages of the funnel that are challenging for users and optimize them.
Business content is an effective promotion tool, but only in capable hands. Plan your strategy carefully, create quality content, and analyze the results. The funnel will help you correctly distribute efforts and choose the right channels.
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