Implementation of a solid B2B Content Marketing has become crucial for B2B’s to survive in the era of the buyer. Manceppo offers you the ultimate 7 step approach to create your B2B Content Marketing plan!
Decision-makers in the business world have become self-sufficient in gathering relevant data, knowledge and information. Information is widely available and easy to access via a broad spectrum of channels. As a result, the purchasing process for businesses is, largely, done online – from user to executive level.
This doesn’t imply that personal contact has become less important, however, most potential customers go online to search for information. This presents your organization with the opportunity to put yourself forward early in the buyer journey. There’s a virtual treasure trove of information available online to potential customers. Therefore, it becomes crucial to be the go-to destination for searching target audiences looking to consume information. This guide privides you with a proven 7 step approach to implement a B2B Content Marketing plan for your organization.
Key to success is helping suspects, leads and prospects throughout the entire decision-making process plays an important role. In content marketing we call this helping ‘buyer persona’s’ in their ‘buyer journey’. Offering relevant and appealing content via the right channels is key. Increasingly, B2B brands are starting to resemble publishers. Publishers, like no one else, know how to understand and penetrate a target group. By bringing the wishes, dreams and needs of a particular target audience into their vision and anticipating interactions through highly relevant, in-depth or entertaining content, they forge a connection and reach that can be capitalized through advertising. In increasing measures, companies are looking to establish this connection and reach themselves and capitalize on it by selling their products and services.
The relationship between content marketing and media companies becomes clear in the definition laid out by the Content Marketing Institute:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Although the goal of marketing is, ultimately, to increase profit and turnover, it needn’t be the primary objective for each marketing initiative. A B2B content marketing strategy also contributes to secondary objectives, such as raising brand awareness, brand engagement and achieving recognized thought leadership.