As people are fed up with interruption marketing (ads, emails) it seems that content marketing is the way to go as people prefer to search online for solutions and products.
Content marketing will drive your inbound marketing for the complex sale in B2B.
Having just a few text documents, presentations or video’s might be sufficient for starting the process of generating interest, however you need to cover the entire purchase cycle and address to all of the people involved in the purchase decision. Your content needs to support the purchase process just like a salesman would do.
Purchase process and buyer persona
Hence you will need to identify:
- The different steps in the purchase process
- The different people that get involved
You need to identify the buyer persona’s. The different steps in the purchase process need to be supported by appropriate content for each of the people involved. Even if in one step different people get involved then different content needs to be created as a user-employee has different takes and views than a manager and again different than a CxO or VP:
- Functions will interest users
- Features will interest managers
- Benefits will interest CxOs
For each of the process step and for each of the people involved you will need to create a piece of content in your content inventory.
In order to do so make a spreadsheet having on the left the steps in the purchase process and the top the buyers persona. Then indicate who is involved in each step. Then define the content that is required for each cell in your spreadsheet that you indicated. Then start creating texts, presentations or video’s.
This will make sure you have no gaps in your content marketing.
What’s the status of your content marketing ?