Introduction to B2B content marketing
When crafting B2B blog content, don’t forget that your end goal should be conversions. It’s no secret that a B2B sales cycle takes time – don’t expect to turn strangers into customers the first instance they come in contact with your content. Instead, make sure you initiate a relationship with them. Add value, build trust and push them down the buyer’s journey to a point where they’re ready and willing to buy what your company is offering.
The following B2B content marketing principles will help you drive conversions from your content.
Know who you are writing to
If you think your target audience is “everyone” your content isn’t resonating with anyone. Research and learn who your buyer personas are. Buyer personas are fictional, generalized representations of your ideal customers.
Map out their needs, behaviors, demographics, challenges, and motives. Do this by speaking with your current customers, research online in Q&A websites such as Quora as well as groups and forums.
Don’t waste a second creating content before you’re confident that you have a deep understanding of who your content is for.
Add value. Write content that is relevant, unique and … incomplete
Once you know who you are writing to, make sure to craft different content for the different stages of the buyer’s journey.
The buyer’s journey is the active research process a potential buyer goes through leading up to a purchase. Simply put, most of the time, your buyer’s are researching about their challenges and needs way before they consider your solutions or decide to buy. There are three stages to a typical buyer’s journey:
The different elements of the journey: