B2B Content Marketing is about defining a set of strategies centered around distributing content to drive brand awareness, engage your audience, generate and nurture leads, and ultimately boost sales.
Does that sound like something that could benefit your business?
Creating content a good start. But the goal is to generate leads and ultimately sales, isn’t it?
To do that you need to broadcast your content to an audience. The best way to do that is Search Engine Marketing and Social Media Optimization.
Let’s take an example:
A business coach designs his content marketing strategy around long blog articles, a white paper and a weekly podcast.
How will he reach his target audience?
The coach shares testimonials from his clients on LinkedIn. Every time he posts he get hundreds of views, growing his network and building an audience of prospects.
What’s next? Providing a great User Experience and turning this audience into clients.
That’s a good start, the content is good. It attracts people that are interested in his services.
Another way Content Marketing can become a great asset for your business is if your leverage it for your Lead Nurturing Strategy.
During long Sales Cycles it is important to nurture your prospects and keep these relationships alive.
No matter how long your Sales Cycles are you need to properly nurture your opportunities. We all know that a lot of things can go wrong at anytime. So the sooner you can close the deal the better!
We are not talking about harassing your prospect and calling everyday.
The good way to nurture a relationship is to selflessly continue to bring value and genuinely try to help your prospect. Share quality content that you know will interest your client, like a personalized email, an helpful guide, an interesting webinar or a relevant news.
By sharing great content you showcase your expertise and demonstrate your value. He is then more likely to choose your solution when he is finally ready to buy.
The last perk of embarking on the fabulous adventure of content marketing?
It provides you a wide array of tools for your Sales Team to use throughout the Sales Cycle.
For that content marketing to be successful you need an effective collaboration between your Sales & Marketing team.
On the one hand, the salespeople know your clients the best. They meet with them on a regular basis, they know how they are. They know their motivations, their questions and the issues. They are dealing with.
On the other hand, your marketing team has in-depth knowledge of the digital journey of leads. Using the Sales Team’s insights the marketing team can create content to reassure the customer every step of the way.
The tools produced by the Marketing team are useful for the Sales team. The sales people can participate in the distribution of the content and the content will help them convert.