B2B marketing is aimed at users who need a lot of information to make decisions based on business objectives. Content strategies are, without a doubt, the solution to approach this profile and persuade them to convert. A thorough study of the Buyer Persona, their consumption habits and the particularities of the sector will give us the keys to getting our proposal right.
Inbound marketing for B2B teaches us that we must approach our audience with a different approach than B2C. Companies make their decisions in a more rational and less emotional way, compared to the end user, and their actions are conditioned by the budget and the achievement of objectives. The trust, reputation and image of a consultancy influence its B2B success; and if there is a tool that can help us improve sales, project security and convince the most skeptical, it is called content.
B2B content marketing is a hit with companies for its effectiveness in increasing conversions. According to data compiled by WebFX , 69% of B2B organizations use content marketing ; 86% do so to create brand awareness, 70% do so to generate leads , and 63% do so to retain them (though these objectives are not mutually incompatible). An effective B2B content strategy addresses each potential customer with the right message, supported by technological solutions that allow for greater personalization with big data analysis, lead nurturing, and lead scoring techniques .
B2B content marketing figures
Before we delve into the most important types of content or objectives, here's a quick reminder of what our B2B content should look like and what features are worth highlighting:
Content must provide value, be specific and targeted to the Buyer Persona (BP) and their interests.
They must be contextual , related to our company, sector and product.
Functional. They must resolve our BP's doubts.
They must provide product information and adapt to its funnel phase: TOFU, MOFU and BOFU.
They must capture attention. Users' attention spans are south-africa phone number data limited and it is an art to create content that is designed to keep that attention on us.
Help. They have to resolve the user's doubts. Important: we will not have the same doubts depending on the phase of the sales funnel in which the user is.
Formative. They must clearly explain the buyer persona's doubts.
Relevant. Content should focus exactly on what is important.
Inspiring. In order to maintain the reader's attention, they must inspire the reader, provide new points of view and new information.
Relevant. They should provide information related to the topic but, at the same time, also be related to the BP and the level of the funnel in which the reader is located.
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