Content marketing: Business content ideas for all stages of the funnel.

Content marketing: Business content ideas for all stages of the funnel.

Gone are the days when it was possible to attract the attention of business buyers with a single product. Today, marketers can not do without content that will satisfy the audience’s need for information and social approval. The customer relationship with your business and brand has always been and will always be necessary, and fortunately, there are services and platforms that can help you achieve this. You can read this post titled what is salesforce, to see an example of one of these platforms.

But do not forget about the sales funnel as it’s so important! There are many pieces of software out there that you can use. ClickFunnels, Kartra, InfusionSoft are all good options. Before committing to a software, make sure you’ve read the reviews so you know exactly how it works and if it’s worth using. The Five Star Funnel’s review of Kartra looks quite interesting so that might be a good place to start. Every stage of a funnel has its own content:

Top Sector: B2B content marketing will increase business recognition. Available, tell potential customers about your proposal, help to recognize the problem and immediately propose a solution.

Medium Sector: Content will engage users, develop relationships and build trust.

Bottom Sector: At this most important stage, content should push B2B customers to take action.

What formats of content will help guide the user through all the stages to making a purchase, we tell in the infographic .

Funnel for B2B content marketing: a guide to creating and optimizing
Content marketing generates 3 times more leads than outbound marketing. And it is 62% cheaper. However, to see the results, you need to competently build a B2B content marketing funnel. This guide will help you in creating or optimizing it.

Basics of creating a funnel for B2B content marketing
ACQUAINTANCE
Engage your audience with content on topics relevant to your industry. Create materials to increase awareness and drive traffic.

Publish :

  • Industry news and trends.
  • Detailed guides.
  • Options for solving problems.
  • Reviews of the capabilities of your product / service.
  • Which formats to choose :
  • Blog Posts / Articles
  • Infographics
  • Social Media Posts
  • Video
  • E-books / Guides
  • Guest publications
  • INTEREST

Help potential customers learn more about your business, products, and / or services. Create content that builds trust and enhances your credibility.

Publish :

Reviews of product benefits for the user.
Content that helps you find the best solution to a particular problem.
Comparison with competitors, lists of pros and cons.

Which formats to choose :

Cases

White Books

Patterns

Check lists

Retargeting

Podcasts

Email

Guides

Video

ebinars

PURCHASE

Reassure your potential customer that making the purchase is the best solution. Create content that will highlight your value proposition and help you make a deal.

Publish :

Materials that help users understand what to buy from you is the best solution.

Information emphasizing that your proposal is what they need.

Evidence that other customers have benefited from working with you.

Which formats to choose :

Demos

Cases

Reviews

Consultations

activity

How to Optimize a B2B Content Marketing Funnel
1. CREATE CONTENT FOR THE AUDIENCE, NOT FOR YOURSELF

90% of the most successful B2B content marketers focus on the information needs of the audience. Create detailed and valuable content, not ads.

2. SEGMENT THE AUDIENCE AND CREATE A FUNNEL FOR EACH PERSON
Publish valuable content to the needs of each person. 77% of the most successful B2B content marketers use audience portraits . Identify the unique “pains” and informational requests of each person.

3. MEASURE THE EFFECTIVENESS OF THE CREATED FUNNEL BY THE VOLUME OF TRAFFIC AND CONVERSIONS

Use UTM links to identify effective content formats and channels. Analyze data on social networks and on the site using the built-in tools. Gather feedback from customers and employees about the effectiveness of the approaches. Identify funnel stages at which users have difficulty and optimize them.

Business content is an effective promotion tool, but only in skilled hands. Carefully plan your strategy, create quality materials and analyze the results. The funnel will help to competently distribute efforts and select the appropriate channels.’

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Content marketing: Business content ideas for all stages of the funnel.
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