Are You Using Content Marketing to Understand Your B2B Audience?
If you’re into social media, you’re doing it with a purpose in mind. You have a story to tell and you want to tell it to a certain type of person. This holds true no matter what type of marketing you’re doing (traditional or social).
But when you’re developing your content, do you ever consider at what stage your reader is at in the buying cycle? By segmenting your content to include all stages of a buying process (awareness, consideration, evaluation and purchase), you’ll be sure to hit all your potentials at their stage in the buying process.
I recently read a post from AdamHolden-Bach from Mass Transmit called Using Content Marketing to Understand Your B2B Audience that I thought was spot on.
Here are some highlights on segmenting your markets:
- Awareness – These folks have just begun the process. Provide educational content (blogs, white papers, webinars) and make it easy for them to receive it (do make them register to get it).
- Consideration – Once they know about you they want to know how you stack up against the competition. Provide them product comparisons, case studies or other material that shows why your product is better.
- Evaluation – They want to understand the solutions you provide and how they would benefit their business.
- Purchase – Use social channels to broadcast new products, upgrades, special offers to help incentivize the customer.
As you’re creating content, identify which stage it falls into. Use tracking methods over time, for instance to gauge interest and tell you at what stage most of your audience is at in the sales cycle.
What are you doing to segment your marketing?
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