Content was already king when COVID-19 came along. Now that the pandemic has shattered the standard B2B marketing plan that included face-to-face meetings and trade show interactions, content has become a primary source of information for those on the buyer’s journey. As its importance increases, it is more critical than ever to create content that is relevant and compelling. Doing so grabs prospects’ attention and starts a conversation that leads to brand trust and, ultimately, to sales.
Content is the underpinning of all digital marketing channels, including SEO, public relations, social media and traffic generation. Hubspot found that 70% of marketers are actively investing in content marketing in 2020. Instead of trying to directly sell your products or services, you are offering useful, relevant content to your prospects and customers to help them solve their problems. So then, the focus is on content – whether in the form of infographics, videos, whitepapers, webpages or information in other formats.
The best content signals to your prospects that you are a passionate expert who wants to share your expertise with them — free of charge. To accomplish this goal, it’s important to focus on three factors: business objectives, the sales funnel and personas.
Let’s look at each of these factors more closely.
- Business objectives: The first step in crafting a content marketing strategy that moves the needle