It’s also one of the most misunderstood. But let’s get this straight: Content Marketing is not about creating content for mere content creation’s sake. Rather, Content Marketing is an ongoing plan of publishing and distributing content that aligns with the buyer’s needs and drives people closer to a purchase decision.
The data has proven time and again that Content Marketing is a must-have for lead generation: the average conversion rate of a website lacking in non-product promotional content is 0.5% versus 2.9% for sites with relevant and engaging content.
What this tells us is that websites need content, but even more so, you need a strategy for publishing content that converts. But before focusing on the strategy, it’s important to have the bigger-picture understanding of how your content marketing efforts will contribute to pipeline revenue. It is crucial that you think about the following two elements:
Your content strategy serves one purpose alone – to deliver real leads that result in real pipeline.
Content that performs is useful, relevant and easily discoverable by the buyer. On average, there are 6.8 decision makers in each B2B purchase decision. So it makes sense to create useful, relevant, and easily discoverable content to satisfy each of the different stakeholders who are evaluating your offering. Think of it as the buffet table at an event—if you don’t have something for everyone who shows up, somebody will go home hungry.
Some may want to download your white paper, others want to attend a webinar, while others will want to see a visual display of how you solve their problem. We can help you develop the perfect blend of content assets that serves the needs of each stakeholder while driving awareness, differentiation, and leads.
Define your buyer personas: Buyer personas include a composite of research that delves into both a description of your buyers as well as insights into what your prospects think about doing business with you. By gathering this information for each stakeholder in the buying committee, you’ll be able to publish content that will appeal specifically to each stakeholder.
Define the customer journey in stages. List the top questions at each stage, and identify the relevant CTA’s. Write down all the key questions they ask. Then, organize them into: top of the funnel, middle of the funnel, and bottom of the funnel.
Document the plan: Once you map out your buyer personas and the customer journey in stages that include the appropriate corresponding questions, you’re ready to start creating/curating content. But, first document the plan and get Sales to sign off on it. The next section addresses this even further.
It’s time to dump the notion, once and for all, that marketing and sales work in isolated silos. In the business of lead generation, alignment between the two teams is critical. Let’s just call it what it is. It’s NOT optional…
Vengreso can help ensure that everyone in your organization is on the same page with these strategic plans right away by:
All content should convert… provided you have the right Content Marketing infrastructure. Here’s what you need:
“Good content that gets distribution beats awesome content that gets none all the time.”
Whew! By this point you should be convinced that:
So now what? How can you develop a killer Content Marketing strategy?