The number of strategies and topics included under the b2b content marketing umbrella is relatively vast.
In fact, the breadth of this approach to demand generation can overwhelm even savvy marketers.
When you focus on your content as a response to common questions faced by targeted buyers, it helps you concentrate on impactful messages. The following is a look at key strategies and tips to build content that answers questions for your target market.
Why People Search
Understand this first – when performing an online search, buyers aren’t looking for you. They are looking for a product or solution.
The vast majority of buying processes begin within an online investigation. More specifically, people with a problem or question go to Google and ask the search engine to offer up some relevant information.
DemandGen’s 2015 Content Preferences Survey found that 67% of buyers rely more on content to research and make purchasing decisions than they did a year ago.
The results that Google shares are the ones that it believes provide the most useful and relevant answers to these buyer questions.
Therefore, to achieve strong search engine performance and to generally attract targeted buyers, you need to create content that integrates powerful responses to the buyer.
To add to this, according to the B2B Path to Purchase Study (2014), by Google/Millward Brown Digital:
on average, B2B influencers do 12 searches prior to visiting a specific brand’s site, and
90% of B2B researchers who are online use search specifically to research business purchases.
The Power of Personas in Content Marketing
We’ve recently talked about the benefits of generating detailed buyer personas that match the capabilities of each of your solutions. After you understand the profile characteristics and behaviours of a targeted buyer, the next step is to develop a list of primary business issues he faces.
Finally, convert the issues into specific questions. Maybe your prospect is a sales leader struggling with his team’s inaccurate forecasting. To resolve the problem, he goes to Google and searches, “How do I improve sales forecasting accuracy?”
By recognising this question as common for a particular persona, you can craft content to match. For instance, you might create a blog post titled, “5 Best Strategies to Improve Sales Forecasting Accuracy.”
Incorporate Additional Content Marketing Distribution Strategies
Search engine marketing is just one strategy to get your content into the right hands. With content syndication, your message is delivered to a larger number of prospects that match your target profile.
As a brand partner, Internal Results supports your efforts to understand and answer the primary business questions being considered by your marketplace.
We help you create more in-depth answers in content formats such as white papers, case studies, reports and video content marketing as well. These more in-depth content pieces help you elaborate on your article responses and lay out the benefits of your solutions as a remedy to the business issue.
By looking at content marketing as a process of answering buyer questions with content, it is easier to create strategies that work.
Develop a list of primary questions for each buyer persona you identify. Then, create messages that are relevant and useful and add them into your content marketing plan and towards your content marketing funnel.
To achieve the best success, partner with a successful company in this area to enhance the quality and distribution of your message, and to reach more people that are looking for your message and solution!