For B2B companies who seek to expand the number of sales opportunities, lead nurturing is an essential part that they should never miss, while content can play its diversified roles throughout the whole process of generating leads. It could help a company to attract new prospects, create new leads, and convert them to customers finally.
But if you fail to match content with each stage of the B2B buyer’s journey, you will be in a struggle to produce content that truly engages their target audience.
Since the information and solutions your prospects are searching for will vary according to where they are in the buying cycle, it is essential and helpful for you to target potential buyers with the right content, at the right time.
What’s the buyer’s journey?
Before designing and organizing content for marketing, it is certainly necessary for you to have a general idea of what is the buyer’s journey. As defined by Hubspot, the buyer’s journey is “the process buyers go through to become aware of, evaluate, and purchase a new product or service.”
It is typically consisting of three stages:
- Awareness stage: The buyer realizes they have a problem or need.
- Consideration stage: The buyer has identified their problem or need, and researches options to solve it.
- Decision stage: The buyer comes to a final decision on the right solution that can best solve their problem.
Buyer personas play an important role in helping you understand the buyer’s journey and help you create better content that appeals to different groups at each of the above stages.
Tips for content creating at each stage
Based on your understanding of the buyer’s journey and your buyer personas, it is clear that you should create every piece of content at each stage with a clear purpose – to meet an anticipated or known need of your potential buyers. In this way, the content you create will work together effectively in a sequence to move your prospects through the sales funnel. Here are some tips for creating content that resonates at each stage of the buyer’s journey.
When in the awareness stage, the buyer will be looking for quality, educational content, to help them identify and understand their problem. Content at this stage should be focused on the buyer’s pain points — not your product or brand.
You can create blog posts helping your potential buyers understand their pain or share social media posts related to the pains or questions your buyers will have. Guides, infographics, videos, white papers and reports with original research, which are easy to find and consume, would also be effective.
Don’t worry about going overboard with over-supplied content – the purpose of content at the awareness stage is to attract people to your company. So the more content you have, the more chance you have of being found.
At the stage of consideration, you will create content that helps guide the buyer through their problem, and inform them of feasible solutions. Try to differentiate your company and solution from competitors at this stage. But, instead of making sales push, you should stick to helping them understand the pros and cons of solutions.
Blogs, as well as more detailed content like white papers and case studies can be most effective. White papers, presented as a formal document, are a great way of imparting your company with authority in your industry.
At the decision stage, you should create content to help the buyer make up their mind about the buying decision. From buyer personas, you’ll know what factors are most critical to their final decision, then you can create content to show how your company and solution should be the best option. The buyer may just need a final push!
Among the most effective types of content at this stage are case studies, client testimonials and demo videos. Case studies, which use the voice of “others” such as your satisfied and faithful clients to tell the audience why they should trust your company, are shown to be the top content that buyers often access to research new solutions. They are very effective and persuasive in winning the buyer’s recognition.
Following the discussions above, you’ll be able to attract and keep the attention of your target buyers as they move through each stage of the buying cycle. And when it is the right time for the buyers to purchase, they’ll have trust and confidence in your company and solution.