Content Marketing B2B Relies On Knowing Who Your Buyer Will Be!

Jan. 31, 2012 - PRLog -- Content marketing is bound to play an ever more important part in developing B2B engagement in today’s search and social environment. The decision-making process involves an expectation of high quality and relevant product or service-based information aimed at building vital bridges of credibility and trust rather than a sales oriented pitch.

Targeted content marketing strategies are crucial to the success of establishing meaningful connections ...

Multichannel online marketing has raised the creation of content to becoming the vital touchstone of social media engagement and business connection. To be seen to be ‘relevant’ to a prospective recipient is more crucial to today’s online existence than sole reliance on link building tactics.

In the age of distraction technology and information saturation, the touchpoints of customer engagement can often be fleeting. Delivering a relevant message is key to making a meaningful presence felt.  Being seen as a source of  high-quality, relevant content is now critical to impressing credibility and trust in brand identity and accompanying products/ services

Regular, fresh content must always be relevant to changing prospect needs at various points along the B2B purchasing cycle, and delivered on the appropriate channel, i.e. opt-in to email marketing newsletters, white papers, articles, links to blogs and related Twitter/Facebook messages.

Context underpins content creation and delivery…

In the B2B environment, knowing and understanding who your customers are, how they make buying decisions and what type of information they need is essential to successfully making a connection. Typically there are three different categories of buyers, all of whom might be involved in the purchasing decision.

Each category of company buyer should be addressed with individualised content appropriate to their role, although it is likely that there will be a concern to satisfy all of the following criteria:

Analytic Purchasing:  
The chief concern is whether a product or service under consideration can answer current or future specific company needs.

Technical Purchasing:
The desire for a smooth and disruption-free transition means  an emphasis  on how well a product will work or fit within their personal or company’s current technology environment.

Economic Purchasing:
The focus is on ensuring a high return on investment is able to be achieved in the shortest possible time period.

The right message, at the right time ...

Regular delivery of  fresh relevant content via channels known to be how target recipients most frequently choose to receive select information from opt-in sources is key to staying visible and relevant. For multichannel B2B marketing, to be effective in the search and social age means knowing how to select, search, listen and engage.

Visit http://www.weprovoke.co.uk for more information and advice.

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Visit http://www.weprovoke.co.uk for more information and advice.