Customer-focused content is crucial for users at the lower stages of the marketing funnel. Find out how to plan it and the most effective formats.
Summary
How to create valuable content?
Formats and types of content that work best in B2B
Types of content with clients
Content is the King of all strategies. Content with customers, as well as having different types and formats are the key to any marketing strategy . And definitely having your customers as ambassadors of your brand will enrich your B2B strategy.
In this article, we analyze what types of content with customers present in your B2B strategy can generate leads and, why not, convert. Before addressing the topic, let’s talk about valuable content and how to create it. Are you ready? Here we go!
How to create valuable content?
We call content everything you use to reach your audience and capture their attention. When you post on social media, send a newsletter or email, you are trying to get your audience interested in you. And you do this through valuable content. That is, diverse, original content that gives something to that user or potential client.
It may be a new piece of knowledge, a piece of data, a tool or simply an invitation to an event. But how do you generate valuable content? Here are five steps to help you assess whether you are creating valuable content.
b2b content types
Know who your customer is. Be clear about who your buyer persona or ideal customer is . Knowing their main characteristics, interests and tastes will help you create content that will reach them more effectively.
Define goals to attract customers with your content. Knowing what your business goals are will help you generate useful content not only for your users, but also for your marketing and business goals. It could be giving greater visibility to your brand or company, generating brand positioning or simply attracting customers.
Connect with that user or potential client
Give them some information, knowledge, data, invitation, or something that can be useful. For this, it will be crucial to choose the appropriate format and type of content. It can be a blog focused on SEO intentions , a webinar, an eBook , a downloadable template, among other ideas.
Awaken feelings. It is not necessary to create endless content. In this sense, less is more. Make your content unique, special and awaken emotions in your client. To do this, using the technique of storytelling or the art of telling stories is very effective. With storytelling you can tell a story focusing on the values of the brand by appealing to emotions.
Confirm the value of your content. Finally, recent mobile phone number data ask yourself: Am I generating value with my content? If the answer is yes, you are on the right track. It means that your content is solving a problem or, at least, alleviating it.
Formats and types of content that work best in B2B
A good B2B marketing strategy designer in the design model will have clearly defined objectives that will be addressed through various content formats. And each saudi data of these formats will be useful for the different stages of the marketing funnel that seek to guide the user or potential client through the different stages until they become a final client. These stages are TOFU or Top of the Funnel , MOFU or Middle of the Funnel and BOFU (Bottom of the Funnel).
content with customers in the second stage of the conversion funnel
In the first stage of the funnel or TOFU, we seek to generate attention from a mass audience, to raise awareness about a widespread problem. On the other hand, in the second stage or MOFU, we seek for the client to consider us, we want to inspire and generate trust so that the user identifies us as the solution to that problem. And, finally, in the MOFU stage, we will motivate that client to be interested in us, to activate, to make a purchase.
In this sense, content with clients works best when we talk about the second stage or Middle of the Funnel. At the moment when that potential client already knows our brand, we have already captured their attention, that is when we have to generate trust. And what better way to generate trust than with a current client! Someone who is already using our brand will be the best spokesperson and salesperson for it.