Content marketing: an essential tool in B2B models
Posted: Wed Dec 04, 2024 4:12 am
Content Marketing
Only 11% of companies think their content marketing strategy is excellent. Given this fact, why should companies give more importance to content? How can they make the most of these digital assets for their B2B marketing strategies?
The digital transition has substantially changed corporate dynamics, hence the importance that content marketing has gained in digital strategies. In 2020, 84% of a sample of 1,500 companies surveyed worldwide developed B2B and B2C content marketing strategies . However, with respect to their scope, only a small percentage considered their strategies to be advanced (6%) or mature (6%).
Companies should pay more attention to the development and management of their content marketing strategies , as the importance of these digital assets in B2B marketing strategies is unquestionable. Not only do they strengthen the connection and business relationships with the target audience, but they also promote the generation of leads and the closing of sales cycles, consolidate the perception of the brand as an expert in its industry, optimize processes and resources, and contribute to customer loyalty.
The main components of B2B content marketing and the advantages it offers to B2B marketing strategies in the medium and long term will be presented below .
The pillars of B2B content marketing
B2B content marketing is a strategy focused on producing and distributing vp business development email lists valuable content on a regular basis to organically capture the attention of a target audience. The purpose of this content is to offer knowledge on certain topics, digitally position a brand and promote the purchase of certain goods and services .
B2B content marketing strategies are based on three main pillars: buyer persona identification , brand positioning and lead capture .
Identifying the buyer persona
Identifying the buyer persona involves profiling different types of customers based on their preferences, motivations and values. This process is supported by thorough analysis and research of the target audience . In the case of business customers, buyer personas involve those responsible for making purchasing decisions.
Content marketing seeks to answer questions or solve the “pain points” of buyer personas at different stages of the sales funnel. In this process, three factors predominate:
The acquisition of a frequent audience, made up of buyer personas , willing to consume the content.
The interaction of the target audience with the content, to adequately answer their questions.
The way in which the company's expertise, as well as its products or services, contribute to solving customer pain points.
In the fintech sector , for example, correct segmentation of the target audience requires identifying the buyer persona , in order to create content of interest and distribute it through the channels where the clients are actually located. For fintechs , for example, specialized content related to digital finance can be produced. Thus, the content proposals will not only attract an audience interested in digital financial topics, but, by distributing the content on the correct channels, this audience will be transformed into specific clients.
Brand positioning
The second pillar is strengthening the brand positioning in the mind of the buyer persona . This pillar refers to the need to position a brand as an expert in the minds of the audiences it wants to reach. The objective is to keep the products or services in the top of mind of the decision-makers of the target companies when they express their intention to buy.
Through the constant generation and publication of valuable content – content that educates, informs and captures the interest of buyer personas – companies will be able to position themselves as experts in the minds of their target audience in the medium and long term.
In the example of fintechs , good brand positioning consists of achieving, through the production and distribution of specialized content, recognition as a reference in topics related to digital financial services.
Only 11% of companies think their content marketing strategy is excellent. Given this fact, why should companies give more importance to content? How can they make the most of these digital assets for their B2B marketing strategies?
The digital transition has substantially changed corporate dynamics, hence the importance that content marketing has gained in digital strategies. In 2020, 84% of a sample of 1,500 companies surveyed worldwide developed B2B and B2C content marketing strategies . However, with respect to their scope, only a small percentage considered their strategies to be advanced (6%) or mature (6%).
Companies should pay more attention to the development and management of their content marketing strategies , as the importance of these digital assets in B2B marketing strategies is unquestionable. Not only do they strengthen the connection and business relationships with the target audience, but they also promote the generation of leads and the closing of sales cycles, consolidate the perception of the brand as an expert in its industry, optimize processes and resources, and contribute to customer loyalty.
The main components of B2B content marketing and the advantages it offers to B2B marketing strategies in the medium and long term will be presented below .
The pillars of B2B content marketing
B2B content marketing is a strategy focused on producing and distributing vp business development email lists valuable content on a regular basis to organically capture the attention of a target audience. The purpose of this content is to offer knowledge on certain topics, digitally position a brand and promote the purchase of certain goods and services .
B2B content marketing strategies are based on three main pillars: buyer persona identification , brand positioning and lead capture .
Identifying the buyer persona
Identifying the buyer persona involves profiling different types of customers based on their preferences, motivations and values. This process is supported by thorough analysis and research of the target audience . In the case of business customers, buyer personas involve those responsible for making purchasing decisions.
Content marketing seeks to answer questions or solve the “pain points” of buyer personas at different stages of the sales funnel. In this process, three factors predominate:
The acquisition of a frequent audience, made up of buyer personas , willing to consume the content.
The interaction of the target audience with the content, to adequately answer their questions.
The way in which the company's expertise, as well as its products or services, contribute to solving customer pain points.
In the fintech sector , for example, correct segmentation of the target audience requires identifying the buyer persona , in order to create content of interest and distribute it through the channels where the clients are actually located. For fintechs , for example, specialized content related to digital finance can be produced. Thus, the content proposals will not only attract an audience interested in digital financial topics, but, by distributing the content on the correct channels, this audience will be transformed into specific clients.
Brand positioning
The second pillar is strengthening the brand positioning in the mind of the buyer persona . This pillar refers to the need to position a brand as an expert in the minds of the audiences it wants to reach. The objective is to keep the products or services in the top of mind of the decision-makers of the target companies when they express their intention to buy.
Through the constant generation and publication of valuable content – content that educates, informs and captures the interest of buyer personas – companies will be able to position themselves as experts in the minds of their target audience in the medium and long term.
In the example of fintechs , good brand positioning consists of achieving, through the production and distribution of specialized content, recognition as a reference in topics related to digital financial services.