We conducted a very quick survey on LinkedIn that allowed us to identify that for our target audience, the content that generates the most value is that which inspires.
Quality Content Strategy
So we decided to write this note to inspire you to create content that allows you to nurture your leads and help them move quickly through the marketing funnel ?
Let's remember that the marketing funnel is a little different from the sales funnel: its main objective is to qualify those leads that reached your digital assets through the different strategies used to attract traffic. But in the end, they seek the same thing: to increase the pipeline and therefore sales.
Content marketing funnel
Types of B2B content that works for TOFU
Before we begin, we would like to remind you that content strategy - and marketing in general - must respond to business objectives. We still see many companies in which sales and marketing go their separate ways, making divided efforts.
So before planning your content strategy, make sure you have a clear understanding of your business’s business objectives and how content will support the achievement of those goals.
How to improve your B2B marketing results? In this article we give you some ideas.
In the Top of the Funnel (TOFU) stage, the most important thing is to attract good traffic to our website, whether to a landing page or to blog posts.
And when we say good traffic, we mean attracting those people who are part of our target audience: it's more about the quality of the traffic than the quantity.
Here it is essential to have a good SEO strategy that allows us to position ourselves in the first results of search engines with those keywords with which our target searches for the services we offer.
To do this, the first step is to do exhaustive keyword research.
If you don't know how to do it, in this note we tell you about three tools that help you know how your clients search for you on Google >>
Additionally, you should have consistent, engaging social media posts that direct users to the great, quality content you've posted on your blog.
If you are just starting out with your digital strategy and your organic reach is not yet very good, you can target posts to a well-segmented audience on the social networks that best serve your goals.
Explanatory videos on YouTube or podcasts that address concerns related to your prospects' pain points (those problems or needs that they need to solve on a daily basis) will also be an excellent idea to position yourself as an expert in the field.
Don’t forget to always link to a specific page on your website! Avoid taking them only to the home page, the ideal is that the user lands in a place where they find more information that leads them to the Middle of the Funnel – MOFU (we explain this later).
So we have that the type of B2B content that we should use for the Top of the Funnel is:
Blog Notes
Infographics
Landing Pages
Organic and paid posts on social networks
Videos
Podcasts
Participation in industry forums
The idea is to get at least the visitor's email! This way we can continue sending content that nurtures that IQL (Information Qualified Lead) and takes them to the next stage of the funnel.
Creating B2B content for the Middle of the Funnel – MOFU
At this stage, the idea is to obtain some additional data from those people who are beginning to evaluate your product or service as a possibility to solve their needs.
The goal here is to convert the IQL into an MQL, Marketing Qualified Lead, showing them why we are an option to consider. We must generate trust and show them that we know very well how to solve their problem.
At this point, landing pages, ebooks, checklists and resources that educate and guide the discovery and consideration process become key.
Let's make this downloadable material so interesting that our leads will not hesitate to leave us their contact information in exchange for the specific and valuable information they will get!
Ebooks
How To Guides
Checklists
Templates
Industrial Studies
Surveys
Whitepapers
Once again, we insist on the need to create content with a strategic view, that is, that each article, downloadable material or newsletter that we publish and send is aligned with and contributes to meeting the goals of the business plan.
Types of content that work best for the Bottom of the Funnel – BOFU
Now that we have a contact base that has shown interest in the topic and who country area code philippines may be considering us in their purchasing decision, what do we do? Help them and convert those MQLs (Marketing Qualified Leads) into SQLs (Sales Qualified Leads)!
At this stage, we must deliver a type of content that allows us to identify that the lead really has a purchase intention, and that helps users decide on our solution: that motivates them to click on the contact button, send us an email or call us. Because these are the best leads! Or not?
Demos
Freemium Subscriptions
Success Stories
Product Comparisons
Reviews
Webinars
Events
With a comprehensive content strategy that considers the user's intention and need for information at each stage of their purchasing process (awareness, consideration, decision and purchase), we will guide you and help you make a well-informed decision.
Finally, don't forget about email! It still works, and if done right, it will help you push the prospect through the different stages of the funnel.