Doing it Right. Good Content is Not Enough. Use it Correctly!
Content marketing continues to be one of the most important ways for B2B organizations to convert leads into opportunities. In fact, when it is done in the right way, content marketing can generate 3x as many leads as traditional marketing, while costing around 62% less - (DemandMetric).
Learn more about why content marketing really matters in this article. Why Content Marketing Really Matters.
Having the right content strategy is imperative to achieving your marketing objectives and shortening the sales cycle as much as possible. From attracting leads to making a sale, creating the right content, at the right time, in the right place allows target audiences to better engage with your brand.
At BarkB2B, we believe that creative and high-quality content is extremely important when building brand equity for B2B organizations. However, in order to maximize lead generation, correctly utilizing that content is a prerequisite to the success of any piece of content published or distributed. The following points are a great way to ensure that not only is your organization creating good quality content but also making sure that it is presented in the most appropriate way to the intended target audience.
1. Get inside the heads of your target audience
Answer questions to better understand your audience. Which problems are they looking to solve? Where are they in the buying process?
Tailor your value proposition to resonate with your target audience across each and every piece of content by adapting your messaging accordingly throughout the buying process and getting familiar with the dialogue that goes on inside their heads.
2. Publish content at the right time, in the right place
Time and place have always been of the essence. Distributing content on the right channel at the right time can help appeal to the right target audience. It has been shown that 43% of B2B marketers have lost sales as a result of not having the right content at the right time for the specific targeted audience- (Q1 2017 International B2B Marketing Panel).
3. Offer a personalized content experience
Ignite meaningful relationships by creating focused and personalized content that increases engagement throughout the customer journey, helps build brand advocacy and creates more memorable experiences that translate into profitable opportunities.
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