B2B marketers who map their content moves with the same thoroughness and precision as Stratego players can increase awareness, generate business opportunities and get more bang for their marketing buck.
The Content Marketing Institute defines content marketing this way:
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
Amidst the growing number of content marketing tactics, it’s easy for B2B companies to get overwhelmed by all the different options available. It’s no surprise that one of the biggest obstacles for content marketing is getting started.
Or, companies jump into specific content marketing tactics without much planning. A “ready, fire, aim” approach takes over.
The best content marketing battle planning begin with developing buyer personas .
Adele Revella , an authority on buyer personas, defines them as “…an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell.” The buyer personas include not just the buyers of the product, but anyone who can influence the purchase (e.g. CFO, operations, manufacturing, end user, etc.).
But buyer personas go beyond the buyer’s demographics and job titles and explore their emotions, goals and what’s keeping them up at night. And your buyer personas might not necessarily be your current customers, but your desired customer.
The next order of battle in content marketing calls for mapping the types of content needed to move that buyer persona through each stage of their buying/information-seeking cycle (or sales funnel).
In Eloqua’s “Content Grid (Version 2) ,” the seller‘s objectives go from 1) awareness to 2) consideration to 3) closing. Pretty straightforward.
The buyer’s journey, however, goes all the way from “Bored at Work” to “Purchase.”
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