Competent content marketing is a source of website traffic and lead generation for B2B businesses. Anna Putyatina, editor-in-chief of Aktion Marketing, talks about the principles of creating sales funnels that provide a daily flow of leads.
How content works
Content marketing as part of a brand’s marketing strategy is a promotion channel through the publication of materials.
With quality content, the decision maker will learn about you himself. And when the sales manager or advertising gets to him, the manager will listen to and consider the proposal without negativity.
Content marketing is not limited to articles. It can be useful materials in the form of:
Posts on social networks;
videos;
webinars;
infographics;
educational materials;
landings;
reviews, etc.
The goal of content marketing is to library shop demonstrate the company’s expertise and increase the reach of the target audience.
Content production is a long-term story
This has its advantages : leads will come from popular articles and posts months after publication. If new interesting formats appear, you can rework and adapt existing content to them. For example, following a webinar, release a checklist as a lead magnet, write an article, share it on social networks, create a survey on the topic among subscribers.
And if you use SEO promotion, search engines will promote content organically – for free.
The downside of content marketing is that from idea to action: how to turn ideas into reality… the materials start working at least six months after the direction is launched, and content production requires resources: employees and money.
Not every business is ready to wait for results for so long
The effectiveness of content marketing is difficult cz leads to assess, since content works with cold leads, not yet motivated to buy anything, and with warm ones – they are trying to solve a problem, but are not in the mood to buy from you, they are thinking about an alternative. Having matured, these users respond to contextual advertising, targeting, etc. Content can also be effective with clients who have already purchased – it stimulates the purchase of related goods, services, consumables, service.
If you have decided to develop content marketing, but do not know where to start , contact the professionals from Aktion Marketing. They know everything about content for B2B. They will create a modern landing page for you, come up with ideas for a blog, and also publish materials on the Aktion holding’s own sites, which are definitely visited by your clients: HR specialists, company managers and owners, business lawyers, directors of retail stores and beauty salons, etc. Find out more.
How to Create Content That Sells
Individual approach
In content marketing, you broadcast messages to everyone. But these messages only work when they touch a specific user.
It is not enough to identify a target audience for sales. You need to divide the audience into typical portraits and describe each group: gender, age, interests, fears and key motives that determine behavior .
For example, accountants are a heterogeneous audience. These are employees with many years of experience in one company – they are afraid of mistakes, fines, conflicts with the management. And young, ambitious, actively studying legislation in the field of tax optimization – they want to prove themselves. Another type – accountants with an eye on their own business – they want to establish the necessary connections with tax authorities.
The optimal number of such portraits for a company is 5-7. The messages they will respond to touch on their main motivation.
