Connects Early in the Buyer’s Journey:
Content marketing is very effective partly because of the way the buyer’s journey has radically transformed over the past 15 years.
Much of the research for any purchase is now done on-line before a sales person is even contacted.
Just how much of the process is completed prior to contact is up for debate but we all know from our daily experience, it’s substantial.
From problem identification through to vendor identification, prospects search on-line. If you’re not appearing in their searches then you’re not on their radar.
This means your content must cover the entire buying process from problem identification to vendor selection.
If your website focuses solely on “buy us now” you’re appearing very (too) late in the sales cycle.
Content Creation Needs to be Prioritised:
Creating good and appropriate content on a consistent basis is difficult.
You need to plan properly to be successful and that planning must include:
- What you are going to produce (whitepaper, blog post, case study, etc)
- Who will write it
- when it will be ready
You should mange it using a content calendar.
Technical Staff Need Editing Support:
In most B2B businesses the people with the knowledge to write content relevant to buyers are often technical staff.
Unfortunately, often they are not adept at writing that content.
You need to support them with people who can convert their knowledge into engaging content.