B2B Organizations: Get Into The Content Market


B2B marketing strategies that target B2B customers are very different from B2C marketing. B2B companies face unique challenges because of the nature and number of customers they serve.

You often need to purchase from multiple sources within an organization. A B2B content marketing strategy that includes multiple stages of the content funnel and a plan for measuring success is key to your business's success.

get started with the b2b content funnel

a b2b funnel has five steps and is similar to a traditional b2c funnel. it works like this: people must be aware of your product/service. if they're interested in this product or service, they will need to do some consideration. for savvy buyers, this will lead to comparison. they will do their research and compare the prices of each option. they decide whether to convert, or not. next comes retention. for b2b, retention will be a key focus, whereas b2c consumers may only purchase once.

make sure you are targeting the right stages in your funnel

if you're walmart or some other large corporation, trying to be all things to all people is a bad idea. strategic b2b content marketing is all about staying focused. spreading yourself too thinly across the content marketing funnel will not be a good idea. The biggest problem I see with content marketing is when it targets the wrong part of the funnel.

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In a B2B environment, it is best to focus on two sections of the funnel at once with your strategic content/ copywriting strategy. You can then improve each step of the funnel and master your results before you move on to optimizing another part.

You can tailor your content to the parts of the funnel that you need it most

It is crucial to remember the overall sales funnel when creating content. This will help you determine where you are most in need of assistance. Your current content should be organized and classified into the funnel steps. Next, identify the steps that lack content, are lacking articles, or are not compelling. These are the areas that you want to start. 

It is crucial to understand your competition and their strengths and weaknesses before you focus on "comparison". Because there are often many horses in the race, the comparison is likely to be a factor in B2B buying decisions. My CMO audience will allow me to create content that addresses a known problem that we can solved. An article like "Why Your Last SEO Agency Fail You" could help you compare the agency's processes and values to that of the status quo. This will help you to see the agency as a whole and expose its weaknesses.

This will help you target your audience better with your B2B opportunities. You should target the soft points of your funnel, but not more than two at once. Keep your audience or end user in mind and create content that is tailored to their position in the B2B organization chain.

Proper Measurement for B2B Content Funnels

When evaluating the effectiveness of a B2B content channel, you should use lead conversion as your primary key performance indicator (KPI). This is a fatal flaw. Although it sounds absurd, I am not denying that this is a serious problem.

Although most B2B services indeed use the lead volume to their sales teams as the primary KPI, the content funnel which ultimately generates leads needs very specific KPIs. each step. Setting goals for awareness at the top of your funnel should not be the primary goal. Conversions belong lower down in the funnel. Consider social shares as a value indicator and Google Analytics metrics such as page views, time on site, and page views that indicate interest and engagement. Because awareness can directly correlate with interest, it is important to identify and implement interest metrics.

Take note of your goals with copywriting strategy and assign metrics to support them.