Statistics show that 47% of buyers view 3 to 5 pieces of content before starting communication with a seller, and our experience confirms this.
In other words, potential customers are researching you before buying, and they are doing so quite actively. If you share useful content in sufficient volume and on the right platforms, you will definitely attract their attention and teach them to trust you.
But how can you build a working and systematic content marketing strategy within a reasonable time frame?
Alena Biryukova, head of the Progrev Completo unit , shared a 10-step algorithm .
Step #1: Analyze your current content situation and set goals
If you have previously worked with content canadian cfo email lists in a completely unsystematic manner, you still need to collect analytics : what formats of materials (videos, texts) and on what platforms were they released.
Assess the quality of the content, its relevance, its alignment with business goals and audience needs, and its effectiveness e.g. number of views, engagement, and conversions.
When a new Client comes to us at Completo, we start working with a brief — a document defining the goals and objectives of content marketing. We digital acceleration calls for a new approach to tech usually also include questions about the unique selling proposition, main directions, and collected analytics. After that, we conduct an audit of the current content.
The specificity of B2B lies in the complexity of the product. To immerse yourself in it, you need to hold a large number of meetings with the sales department, because these are the employees who have direct contact with the end consumer (business representatives, dealers), and of course, communicate with the marketing department, commercial director or owner.
At such meetings, we find out all the details whatsapp data about the company, products, production, team, target audience, competitors. Also at the briefing stage with the client, the mission, goals, values, the essence of positioning are analyzed so that content marketing will definitely help achieve the desired results.
This approach will allow for a comprehensive assessment of starting positions.
Step #2. Analyze your competitors’ content strategy
At this step, you need to select at least three competitors who are actively using content marketing and study them.
- social networks and messengers.It is important to find out what topics the competitor (rubricator) writes about, what engagement mechanics it uses (chatbots, quizzes, contests), whether it pays special attention to graphic design (cover, menu, visuals in general). It is necessary to check the “quality” of subscribers for cheating: are there commercial accounts or real people, were there any spikes in subscriptions/unsubscriptions.