The goal: "Evangelize" and create clarity
In order to generate leads, customers first need to know and understand a product. However, clear and easy-to-understand communication on the web is particularly difficult for companies with a core business that requires explanation. Unlike their b2c colleagues, b2b companies have to start in completely different places: The first step is often to make it clear that a particular product or service even exists and what it can do. This requires building trust in the long term, especially for capital goods. This is where a good content marketing strategy helps. The first step on the way there is the content audit. Here Mark briefly explains what this involves.
Step 1: Status quo
For an effective content strategy, you need to know the exact starting situation: What are our messages that we as a company want to send to our target groups? Do we know our target groups exactly and can we accurately describe them and their characteristics, wishes and needs? How effective are our existing communication channels? Are we using them correctly?
Step 2: Sharpening the digital footprint
Now it's time for the details: In order to address your potential customers in a targeted manner, you should first create target group profiles, so-called personas. These already reveal a lot about your buyers: what interests them? Where do they spend their time? Where do they get information? How can you help them achieve their goals? What do they search for on the web and which keywords do they use? From this, you can already define a number of topics that interest your target group and the appropriate channels on which they prefer to obtain information. Be present here with your topics in the future.
Step 3: make a plan
To ensure that your company measurably gains customers through content in the future, it is important to use the findings from the content audit to your advantage. Optimize your digital image. This includes not only social media channels but also your own website to increase conversions from content users to people interested in your products. And make a concrete plan: What content should be made available to which target group via which channel and when? Who sets up the channels? Who maintains them? Where does the content come from? This is how you build your sustainable content marketing strategy. Mark's practical tip: Special content campaigns that run over a defined period of time can be particularly effective alongside the background noise.
All clear? - Not quite, because it's all more complex than you thought? Then get in touch with us. Mark will support you with your content analysis, content strategy, content production and content distribution. Mark's services at a glance.
