Lead Forensics Focus - 5 easy steps to implement an effective content marketing strategy

Lead Forensics Focus - 5 easy steps to implement an effective content marketing strategy
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    Hello! Welcome to Lead Forensics Focus: Elevating your Marketing and Sales Success. Educational insights brought to you by marketing and sales leaders. In this video we will cover how an effective content strategy can help your B2B Lead Generation. Content marketing remains an essential addition to any B2B marketing strategy. It can generate plenty of business leads and nurture warm leads into hot inquiries whilst contributing hugely to the entire marketing funnel and sales pipeline. The average B2B buyer consumes 3-5 pieces of content before engaging with a sales rep, and 96% of buyers choose to purchase a solution from organizations that provided relevant content throughout the buyer journey. Generating content is one thing, but strategizing its distribution is quite another. Those nurtured by content spend an average of 47% more, so make sure you get content marketing done right. Content marketing in comparison offers something of value in exchange for the expression of interest. These come in the form of an insightful or informative medium such as blogs or do downloadable assets like eBooks or whitepapers. It could also be something a little more varied, such as a video, podcast or infographic. This content is created with a double intention, to raise an interest in your product or solution, but also to share knowledge and entice discussion in your field. This means prospects are further inclined to inquire, as they're thankful for the content. It also works to nurture those who may not be ready to buy just yet. After reading a few blogs and watching a couple of videos, the prospect may then realize you can help them, and come to you for your solution. So how is this done? How can you create a content market strategy that generates both hot and warm business leads. Here are five simple steps to show you how… 1) Perfect your buyer persona If you're not already using a buyer persona, then make one! And if you are, make sure it's perfect. A buyer persona is a representation of your ideal buyer. The more information you can attribute to it- the better. Make sure you're covering both bigger picture factors and more detailed, micro preferences. For example- Bigger picture factors would be: • What industry are they in? • What facilities do they need for your product/solution to work? • Who are their clientele? • What's the annual turnover? • What's their business size? • Where are they based? .Then you can look into more specific detail: • What's their job title? • What's their seniority? • Can they make a decision alone? • What's their time scale for purchasing? • What's their budget? • What are their needs? • What hours of the day are they in the office? • What are they already aware of and what do they need to know? Pad your buyer persona out with these details. Some organizations have two or three different personas, where they have several use cases and market to varying industries. 2) Make informed decisions about mediums and platforms Now you've got those buyer personas nailed, let's use them to make informed decisions for your content marketing strategy. Start by asking, WHAT information do our ideal buyers want to know/consume? Think of broad topics that apply to your product / solution, like "B2B sales" and then dig deeper into niche topics and subjects, such as "sales analytics", "sales calls or techniques" Pick two or three of these broad, big starting points, and draw five-to-ten detailed areas. Then relate these back to the needs attached to your buyer persona. Then you need to ask, how do your ideal buyers want to receive this information? Do they want to read it, or watch it, or listen to it? It's good to offer a variety, as we all have different preferences, but here you can rule things out you know won't appeal. Draw up a list of mediums you'll definitely use, a list of ones you'll test and try, and a list of those you don't think will work with your buyer persona. Now the final question- WHERE would our ideal buyers like to find/interact with our content? Of course, uploading content to your website is a must, to grow a community and boost SEO, but think about how you'll announce and share that content, via email, social media, direct mail even? Also contemplate how often they would want to receive content- B2B organizations who publish 11+ blogs per month generate an average of 4x as many business leads! Answer all these questions in detail, and you'll be ready for the next step… 3) Create a calendar A content calendar takes time to create, but is the key to implementing and maintaining a successful content marketing strategy. Plan out every week, and what content you'll publish, when and where. Start on a large scale; apply a broad topic to a month or choose a campaign to run the length of a quarter, then go deeper. Then create more niche assets about that broad topic and publish these for example blog-posts, infographics and podcasts for that month, so you'll cohesively cover that topic. Plot titles for each piece on the calendar in the week you want them published, and describe where they will be published, promoted and shared. It might sound like a lot of work, but once this is done you'll have a structure in place you can edit and reuse where necessary, and you'll have mapped out a content plan that is continually delivering. 4) Be a thought leader 96% of B2B buyers want more input from thought leaders in the content they read. So, why not become one! Conduct the appropriate research and position yourself as a thought leader in your field. Find statistics from surveys or academic studies and look to different schools of thought within your industry, to create content with a superior knowledge. Set up your own surveys and use the results to make benchmark reports. Aim to be teachers- your prospects should come to you to learn about their industry and find research for their own strategies. This does wonders for many factors outside of lead generation. Namely, credibility. The name of your brand when positioned as a thought leader becomes associated with expertise, knowledge and trust. This helps all of your B2B marketing channels by legitimizing their message and increasing their standing in the market. 5) Record the right KPIs The reporting and analysis in content marketing are as crucial as any other marketing channel. So make sure you not only have a good reporting system in place, but you're recording the best metrics to improve your strategy. There are no right or wrong key performance indicators to measure; as every content marketing strategy will differ due to its buyer persona, its KPIs will of course, also vary. I'd recommend however, ensuring you have a good website analytics software, that will enable you to see the amount of views or downloads your content has achieved. This is a great starting place to track the reception of your content and its conversion rate. Content marketing offers that softer approach that many buyers not only appreciate, but feel a benefit from, and it balances out your B2B marketing department where other channels focus on getting that instant "yes!". I hope you have found this video helpful, and you feel ready to develop your marketing strategy into a plan for success! If you have any questions, please feel free to comment below and one of our expert team will get back to you. Please give this video a thumbs up, comment below and share! Also don't forget to follow us on all social platforms @Lead Forensics Follow the links below! See you next time.
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