70% of B2B companies are prioritising content creation in 2021 (CMI, 2020). The way B2B business is done has gone digital and content marketing is part of that change.
Content marketing allows you to increase brand awareness, share your brand story and values, educate buyers, drive leads and ultimately ROI.
But, how do know what piece of content is needed by the audience and when?
This blog explores which content is best suited to each stage of your buyer journey as well as ways to establish which stage a buyer’s in, to help you turn prospects into customers.
A buyer’s journey, sometimes referred to as a sales funnel, explains the journey in which a buyer goes through before making a purchase. It looks a little something like this:
At each stage the buyer is trying to gain new and specific pieces of information which will inform their purchase. Aligning your content strategy with your buyer journey will give you an asset for every occasion.
Learn more about understanding buyer journeys and how to make them work for you.
The pandemic was an accelerant for the omnichannel approach to B2B sales. So much so, recent research by McKinsey found that two thirds of B2B buyers prefer digital self-service as an approach. This highlights just how important it is that the content on your website is enough to get a buyer all the way through the funnel, without having to ask for help – if they wish.
In the early stages, buyers are looking for a solution to a problem or challenge they have and they might not necessarily know what that solution looks like yet. The objective here is to educate the buyer in how to solve their problem and show them you understand their pain points. Content here should not be too product-led of sales focused.
Educational and thought-leadership types of content are ideal for buyers looking to increase their awareness of a topic. They can come in forms such as:
- Social media posts
- Industry trends
- Reports and eBooks
- Short videos
Examples of awareness types of content: