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When it comes to B2B, content is more important than you may realize. One can even make the case for it being at the very foundation of a successful digital marketing strategy. This means that you need to cover all your bases when developing a content marketing strategy.<\/p>\n
It’s a trap to think that you don’t need a strategy when developing this strategy. The truth is, a lot goes into it. It isn’t a simple matter choosing a topic at random and writing and publishing the article. There’s a lot more to it than that. Here’s some information:<\/p>\n
Most businesses come to us when they’ve already been working on their own marketing for a time. This means that many of them have already been working on their content. For these B2B’s, we always recommend starting with a comprehensive content audit where we analyze data to determine what is already working and what isn’t.<\/p>\n
The content audit includes:<\/p>\n
After the content audit is complete, the next step is to assess the customer journey\u2014in particular, the phases of the sales cycle and how your content fits into that. Chances are pretty good that most B2B’s, when not thinking of this consciously, end up favoring one of the phases of the sales cycle over others when creating content.<\/p>\n
The truth is, you should have content that represents each of the phases. Now, there are three general, big picture phases that we address. These are:<\/p>\n
Honoring your sales cycle is a core part of a successful content strategy for B2B. Along with the content audit, you will create a winning strategy that will improve your business.<\/p>\n