Content marketing plays a pivotal role in driving engagement, building trust, and ultimately influencing the decision-making process in B2B sales. There are many things you can do with your content marketing plan but here are 6 key elements you should address for your B2B marketing plan.
Successful B2B content marketing means understanding your customer journey touchpoints
An average B2B buyer engages with around 13 pieces of content before making a purchasing decision. (Source: Forrester)
This statistic shows how important it is to meet your prospective buyer at every touchpoint in their buying journey. At each stage in the buying cycle you have the opportunity to engage with your potential clients, building trust and credibility. Think about what your buyer needs at that point in their journey, for example: finding potential solutions, education pieces, case studies for trust, content that compares potential solutions so they understand your benefits, other information that could be useful to them in their market, demos of products.
Leverage email marketing for direct and personalised communication
Email marketing is not dead, it's a direct route to your own exclusive community that is not influenced by changes in search engine or social media algorithms.
An estimated 80% of B2B professionals say email marketing is effective for customer acquisition and retention. (Source: Content Marketing Institute).
Personalised and targeted emails help you nurture leads through the sales funnel. But it shouldn't just be about 'selling'. Make sure you share valuable content and industry insights.
Use social media to build relationships & lead generation
Over 90% of B2B marketers leverage Linked In for content distribution and lead generation. (Social Media Examiner)
LinkedIn stands out as a goldmine for B2B marketers by enabling direct conversations with professional buyers by sharing valuable content, and establishing thought leadership. When used well, you'll be sharing engaging and useful content with key representatives using the platform for finding prospects and instigating conversations. The more you and your team are active, the more frequently and more widely your posts will appear on the algorithm.
Your business objectives will dictate which other platforms you use, just consider what you want to use each platform for. For example X is best for engaging with journalists and Facebook is typically more consumer-need orientated but may be a viable channel for services such as
coaching . It ultimately depends where and why your audience gathers and the action you want them to take.
Make sure your web content is up-to-date
Is your website up-to-date, does it attract traffic and does it answer your prospective buyers' pain points?
If your website hasn't been updated for a couple of years, it would be a good idea to review it by getting feedback from your existing customers and factoring in any changes within your business and services.
According to Demand Gen Report, 47% of B2B buyers consume 3-5 pieces of content before engaging with a sales representative.
And they will come to your website first this is why it's important to have resources they will value on the site to attract leads.
Educational content and blogs drive traffic and leads
Blogs remain a fundamental tool in content marketing, contributing significantly to organic traffic and lead generation.
Companies that prioritise blogging experience 13 times higher ROI compared to those that don't. (Source: HubSpot)
By offering valuable insights, addressing pain points, and showcasing expertise, blogs establish credibility and authority within the industry, attracting and nurturing potential clients.
Video and animation helps your customers remember your message
Over 70% of B2B buyers consume video content during their purchasing journey (Source: Google).
Video consumption continues to increase for professional B2B audiences. Video and animations offer engaging, easily digestible formats to convey complex information, demonstrate product functionalities, and deliver compelling narratives that resonate with their audience. Even more importantly, search engines are now putting greater priority on video and audio content.
Diverse content marketing tactics maximise your impact
There are lots of tactics available to you such as emails, social media, web content, blogs, videos, and animations and more, but remember, tailor your content marketing strategy and plan to your business and your sales funnel rather than following what others are doing. A focused plan with content that has a purpose (and value) will help you develop a community and effectively nurture leads, guiding potential clients through the sales funnel.
Need help with putting a content marketing plan together? Find out more here.