How to Map B2B Content to The Buyer’s Journey
In a B2B marketing landscape, the buyer's journey is the winding process that a potential client goes through before arriving at a purchase decision. By taking advantage of the different stages of the inbound sales process through content creation that aligns with each phase, you can connect with your potential customers and guide them through the buyer's journey.
In a more broader sense, the buyer's journey has three phases: awareness, consideration, and decision. Each phase has its own challenges that need to be addressed, as well as the optimal content types and topics that you can use at each step.
1. Customer Segmentation
How well does a B2B marketer know about their prospects today? Using data analytics and abstraction tools to monitor their content outreach must include social media mentions, email strings, reviews, website visits, website actions, and general demographics. It's easy to get lost in the data and go after the low-hanging fruit. But in order to appropriately understand and create the buyer's journey map, B2B marketers should consider implementing buyer personas that actually nurture and convert website visitors into customers.
2. Persona-Driven Customization
Studies found that content customization has the potential to increase profits by 15% and with tools like Google Tag Manager, a B2B marketing agency can create ads designed specifically for that customer, not just who they are, but where they are. It can also track if a visitor started a video and didn't finish or if a loyal customer did not visit the site for some time. Sending a personalized message to segmented client profiles can recover lost opportunities.
3. Create Content to Match the Buyer's Journey
Valuable content is not easy to come by. But B2B organisations that successfully map their content to prospects do it by:
- Content reformatting-creating a video, an infographic, a white paper, or other content that is better targeted to attract those high-value clients
- Changing depth and width-heavy content could flood the consciousness. So, divide it into beginner's guides and introductory content to make it less dense.
4. Pursue for Perfection
If you fight for a missed opportunity, instead of focusing on what you've learned, things will never get done. You could be completely overwhelmed by data and unable to act if you wait for all the information. Avoid doing nothing because you think whatever you do won't be perfect. Remember, something is better than nothing.
To map B2B content to your buyer's journey, leverage different content types for each stage of the funnel by optimizing buyer personas, automated workflows and monitoring content consumption patterns through data analytics.
Blog Link Resource:-
https://oxper.wordpress.com/2021/04/20/how-to-map-b2b-content-to-the-buyers-journey/