Only 44% of B2B marketers have a documented content strategy
Only 39% of B2C marketers have a documented content strategy
Creating educational and helpful content is critical to help both interested prospects you are engaged with and new visitors to your website to learn how your products and solutions can help them.
The content process:
The first step is to plan your content strategy. Content is defined by purpose, format and topic.
Purpose: content needs to be developed for all stages of the buyer's journey to educate them about your company, products and solutions.
Format: there are several formats that content can be delivered with:
Topic: your content should be focused on your target market segments, not yourself. Developing topics doesn't have to be hard. Ask yourself, "what content would be helpful for our buyer persona' goals and challenges?"
Once you have defined your content, make it easy for your prospects to consume: Less is more. Always keep your content educational, not promotional. It's not until the decision stage of the Buyer's Journey when your product should ever be mentioned.
Leverage your content by distributing the right content in front of the right person at the right time. We accomplish this by distributing your content on your website pages, blog, landing pages, social media channels, calls-to-action and email marketing campaigns.
Now that your content is published, there are a number of metrics to consider when analyzing your content:
By analyzing how your content is performing, you can focus on developing more of what's working and eliminating what's not!
For your content strategy to be successful, educational and useful content content needs to be developed on an on-going basis.
Content marketing gets three times more leads than paid search advertising. (Content Marketing Institute, 2017)
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016)