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What is content marketing and how to adapt it to the buyer’s journey?

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A privileged tool for B2B companies, content marketing allows them to develop their attractiveness, capture the attention of their prospects and ultimately close sales. To be particularly effective, this strategy must be thought out upstream and its content must be specified at each phase of the buying process. Articles, white papers, case studies, videos, infographics… What type of content should be favored according to the prospect’s progress in the buying cycle? We explain to you. 

Content marketing: definition and issues

Content Marketing: What is it?

Content marketing (or content marketing) is a strategy that consists of designing, producing and distributing media of different types. The objective of a company that practices content marketing is to attract new visitors to its website, with the end goal of converting them into customers. The media produced in a content marketing strategy must thus make it possible to interest new visitors, but also to accompany prospects until the sale: the content produced is therefore very diverse and is aimed at different targets.

Content marketing and inbound marketing: what are the differences?

Often confused, content marketing and inbound marketing do not quite meet the same definition.

Inbound marketing corresponds to a global web strategy aimed at generating traffic to qualify leads and increase its customers tenfold via various actions. Content marketing is one of the levers of inbound marketing: thanks to the production and distribution of quality and optimized content, the company increases its chances of achieving the objectives set by its inbound marketing strategy. Also, content marketing is only the first step in the actions to be deployed as part of an inbound marketing strategy, which will be supplemented by marketing automation, lead nurturing and lead scoring actions.

Why do content marketing?

If content marketing is one of the preferred strategies of companies, especially in B2B, it is because it is a source of multiple benefits. Content marketing allows you to:

  • Increase your notoriety: producing quality content on a regular basis reinforces your brand identity and helps to give you expert status in your field. This notoriety is valuable because it increases your chances of attracting new prospects and closing new sales.
  • Increase your online visibility: this is the culmination of a content marketing strategy. If done well, content production will allow you to develop your visibility on social networks, but also on search engines. Indeed, thanks to SEO for Recruitment Agencies techniques, it is possible to optimize content and give it every chance of appearing at the top of search engine results. The traffic generated by the quality and optimization of your content then allows you to reach your targets, but also to attract prospects who previously seemed out of reach.
  • To convert your prospects: a content marketing strategy acts as a medium for your business. Once your prospects are attracted, content marketing helps convert them into customers. Continue to engage their interest using Lead Nurturing processes.
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Content marketing applied to the purchase journey

As you have understood, content marketing has an essential role for companies wishing to attract new customers. But this process is not immediate and it can take several months before a visitor to your website decides to make a purchase. This is why it is in your interest to adapt the type of content you offer to the purchase path.

As a reminder, the purchase journey consists of three phases which follow the interest of your prospect vis-à-vis the services or products that you sell:

  • The discovery phase: here, the prospect realizes that he has a need or that he faces a problem that needs to be solved. He therefore targets the documentation that will allow him to better define his problem and understand the issues.
  • The evaluation phase: the prospect now has a precise idea of ​​his problem. He therefore studies all the possibilities to solve it.
  • The decision phase: the prospect has evaluated the different solutions to solve his problem. He now wants to choose a supplier to meet his need.

Thus, the different phases of the buying journey condition the search for prospects and the type of content to which they will be sensitive. Content marketing must therefore adapt its media to the different stages of the purchase journey to be effective. It’s up to you to take the time necessary to analyze your customers’ purchasing process and determine which content will be the most relevant at each phase!

If the type of content to produce for this or that phase will mainly depend on the specific needs of your customers, here are some tips on the types of content to be favored for each phase of the purchase journey.

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Discovery phase

As mentioned earlier, the first stage of the buying journey begins when prospects understand that they are faced with a problem. Their research therefore aims to find fairly general and rather informative content that will help them define their needs more precisely. To do this, you must favor content that is broad enough – to give your prospects an overview of a subject that they don’t know – and sufficiently explained so that they can understand the ins and outs. This may in particular be:

  • Studies: they make it possible to synthesize research on a subject and are therefore very useful for prospects in the discovery phase who wish to obtain information.
  • Editorial articles: by offering a point of view oriented on a specific subject, they arouse the curiosity of your prospects.
  • White papers: ideal for showcasing your expertise, the white paper is top-notch content to inform your prospect while introducing your solution.
  • Read also: White paper: 7 tips for writing it effectively

Assessment phase

Once prospects have fully understood their problem, they enter the evaluation phase. More critical, they then want to understand and gauge all the options available to them. The type of content to offer them must therefore address the resolution of the problem they have identified. By producing this type of media, you encourage your prospects to learn more and more about possible solutions and you can insist on highlighting your service or product. Several contents are to be privileged such as:

  • Webinars: these filmed conferences make it possible to highlight the point of view of an expert on a subject.
  • Comparisons of types of solutions: which will objectively evaluate the different options available to solve a given problem, without citing the names of solutions.
  • More advanced white papers  : on themes such as “the X criteria for choosing the right Y solution”
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Decision phase

At this stage, prospects have understood very well the issues related to their problem and the different possible solutions to solve it. It is therefore not necessary to repeat general information that you have already given them. Here, you need to produce and distribute content that addresses your specific selling points. The goal is to showcase your product or service to the competition. For this, you can choose:

  • Case studies: These positive testimonials about your service or product are particularly effective in attracting new customers. Be sure to introduce numerical arguments and verbatims so that they are as impactful as possible.
  • Tools: very useful in the purchasing phase, they allow your prospects to concretely project themselves into your solution. For example, it can be an ROI simulator that helps buyers assess the financial benefits that your service can bring them.

It is certain that content marketing is an effective way to increase the attractiveness of a brand and generate more sales. Nevertheless, producing quality content, optimized for SEO and which adapts to each phase of the purchase journey can be difficult for companies that do not master all the levers of this type of strategy. It is therefore often preferable to outsource this content production and to be helped by content marketing professionals for all its strategic aspects. An agency specializing in inbound marketing and content marketing, SEO BRISK supports you and produces quality content for you, adapted to the purchasing path of your prospects. Articles, white papers, customer cases… Our team of experts takes care of everything to increase your traffic and arouse the interest of your targets. Want to learn more about the intricacies of content marketing? Contact us!

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Sophia Jennifer
Sophia Jenniferhttps://areyoufashion.com/
I'm Sophia Jennifer from the United States working in social media marketing It is very graceful work and I'm very interested in this work.

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