When and when not to gate your content
Generating leads and demand is a key function for many B2B organizations. Building a meaningful pipeline of interest in a product or service is an always-on activity and impacts nearly everyone across the organization, both customer and non-customer facing.
As digital has become increasingly prominent within B2B over the last decade, sales and marketing teams have been using content to build awareness and interest. As a result, the use of content marketing more specifically has seen strong growth:
Whilst there is widespread agreement that high quality, valuable content can produce positive results, there are different perspectives on how online content should be used to generate leads and sales.
On the one hand, content marketers with a strong background in SEO believe that if content is made open and available, search engines will reward…
Content marketing should explicitly be about promoting the right content to the right audience at the right time in order to achieve your marketing goals
Whether you're creating content from scratch or refurbishing existing content, your goal should be to engage and entice your target audience effectively on different platforms and, ultimately, prompt action.
Your blog posts, videos, infographics, contests and ads all need to be perfectly aligned with the buyer’s journey. This means you need to understand the awareness, consideration and decision stages.
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However, it’s quite difficult - if not entirely impossible - to do this without having a documented plan that covers effective distribution of your content. At the same time, your content marketing campaigns may end up…
Chart of the Day: A review of the content types that engage B2B audiences
How to best engage audiences is a challenge in all sectors, but particularly in B2B marketing where there are so many potential formats that can be selected as suggested by our content marketing matrix.
This new research considers the 5 most popular content types only, but is interesting since it goes beyond reviewing the content that supports B2B buying decisions, but also considers general content consumption by professionals:
This chart shows that if you want to engage your audiences, publishing other types of industry content could be popular. Covering industry trends is significantly more popular with content around to approach business challenges less popular, but still worthwhile. This shows the value in creating an digital value proposition as part of your content marketing strategy. As the visual shows you should…
A content marketing planning tool to help marketers generate ideas for the most engaging content types for their audiences
We created our Content Marketing Matrix to help our members audit their content marketing assets as part of creating a content marketing strategy. It can also be used to brainstorm future improvements based on your content ideas to engage prospects and encourage sharing. It's a key part of our strategic approach to content marketing detailed in our 7 Steps to developing a content marketing strategy.
The CMM also works as a content mapping tool, structured to help you think through the dimensions of different content formats for assets you could develop in future as part of a creating a content marketing strategy.
The two dimensions used in the matrix help you review how content can support the business to achieve its goals against how…
Chart of the Day: Research showing the popularity of different types of content assets are used during B2B vendor service selection
Our poll featured in our digital marketing trends 2018 post showed the ongoing popularity of content marketing as a technique with marketers. This research, looks at content popularity from a different angle, the popularity of different forms of content assets during the buying process.
This visual is 'numbers' heavy, but the orange shading helps show the most popular types of content.
Which content formats are most popular?
Considering which content types are most popular, we can see that most types of content are useful to someone! This suggests the importance of using content mapping as a technique to align the right types of content with the right persona and stage of the buying process as covered in the templates and examples in our persona guide…
How to boost the effectiveness of your content marketing with properly mapped buyer personas
If you want to maximise results from your content marketing strategy, it is essential to map your buyer personas to the buying cycle. This is executed by delivering the right content, to the right people, at the right time.
If your business is B2B, your content marketing strategy is crucial to your success because 64 percent of B2B customers will engage in upwards of five blogs prior to purchase. However, a mere five percent of marketers believe their content marketing strategy is moving in the right direction, according to Top Rank Marketing.
Blogs, videos, ebooks, case studies, and infographics are all invaluable content marketing assets. And you want these content marketing assets represented in each stage of the buying cycle.
To make the absolute most of your content marketing strategy, you need to develop your buyer’s journey. This allows…
Techniques for mapping your customer journeys across different touchpoints
Understanding your customer and how they interact with your business directly and indirectly is critical in driving improved value, repeat business and longevity of relationship. To deliver this and to be able to create a communication strategy which builds a conversation with your customers, it helps to visualise current and planned customer journeys and the key touch points across different marketing channels.
So, where do you start when looking at your business and the journey a customer takes in the initial phases of a decision-making process and in follow-up phases as the relationship builds? This post has been written to provide advice and guidance to marketing professionals on the key steps to mapping your customer’s journey with you.
Understanding the Customer Touch Points and Channels
When beginning to look at a customer journey, a good place to start is the various touch points a customer…
A process for content mapping and workflow
I've posted a few weeks ago on marketing automation and also this week on lead nurturing, the concept is reliant on having great content at each and every stage, so I thought a post might offer some further insight. It's also easier than you think, a relatively simple and practical process that can be tested and improved upon over time.
What exactly is content mapping?
Content mapping is (amongst other things) a process for lead nurturing by which a team prepares and organises relevant and valuable content. Once done, this content can be distributed to prospects depending on the type of lead (persona) and their point in the buying cycle (scenario).
Create and map content that generates buyers
Persona definition - you'll already understand your personas from my last posts - once again Im stressing how effective persona definition is key, otherwise how do you…