Content marketing is one of the most cost-effective ways to advertise your business. According to the Content Marketing Institute, it generates 300% more leads than paid advertising for B2B companies, and it costs less than half. Which means that it makes business sense to consider and test a B2B content marketing funnel strategy.
However, success does not come overnight. Many factors have to come together in your content strategy in order to generate the leads you need for your company.
For example, a quarter of B2B marketers state that visual content is most important while more than a third say it is blogging. How do you decide on which path you should take?
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The quick answer is… it depends.
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The fact is that the right content marketing strategy is dynamic, so you have to be able to change direction quickly when your KPIs tell you to do so. If that sounds like a lot of work, it is.
The good news is there are only three things you should keep top of mind in content marketing. Here are the best routes to B2B content marketing funnel optimization.
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1. Create Customer-Centric Content
Your best bet for getting people down your funnel is to create content they want or need.
In the B2B market, this usually means giving them useful and valuable insights. You are more likely to attract and engage your audience if you answer questions or solve problems they are likely to have.
However, you need to be careful about making your content too much like a sales pitch. Promote your product or service, certainly, but only in the context in which your potential customers might find relevant.
In other words, serve the customer first before you serve yourself.
2. Customize Content for Specific Personas
The B2B market is becoming more commoditized, and the people behind B2B companies are trying to find ways to make their businesses stand out, feel more human, and authentic .
The best way to do this is to customize content to specific personas within your potential market. More than three-quarters of the most successful B2B marketers use personas in their content marketing strategies.
To do this, you first have to identify the characteristics of different personas and create content that will answer their informational needs and pain points.
3. Track Your Performance
As with any strategy, you have to see what works.
When it comes to content marketing, you can use several tools to track the performance of your content strategy. You can track the URL using UTM (Urchin Tracking Module) parameters. These are very commonly used with Google Analytics, but can also be applied to almost any marketing analytics tool.
Platform-specific analytics tools can also give you the information you need. However, the best way to find out if your content is working with your audience is to ask them for feedback. All of this information can help you identify areas in your funnel that need improvement.
Conclusion
The B2B content marketing funnel is a long journey with many opportunities for dropping the ball. You can optimize it by following these best routes for creating content and engaging your audience.
Get more information about how to create and optimize a B2B content marketing funnel, check out this infographic by UTM.io.
