A strong, lasting relationship is never one-sided. Therefore, you can’t use your marketing to only sell your products or services. You won’t find loyal customers this way. Like we stated in our previous blog — “Content Marketing: Show People Who You Really Are”, you have to put some work into your relationship with customers.
The best way to make your B2B content marketing strategy strong is through audience research. Audience personas serve as a roadmap for you to tailor your content to your audiences’ unique pains and needs.
A perfectly fitted tuxedo is not tailored overnight. A person must first seek out the tailor. The tailor must measure its customer. There may be multiple fittings, but alas, before the big event, a custom-fit is created.
The customer walks away with confidence, knowing the suit was edited to suit their body perfectly, and the tailor walks away fully understanding his customers’ needs.
All of this to say, the same theory applies to audience research and creating your content strategy. Getting to know your audience takes time. Building out a content strategy that connects with your audience takes time.
When it comes to your B2B content marketing strategy, a marketing expert is serving as a tailor. He/she should find out the exact needs (find those unique measurements) of their specific audience to deliver content that will fit their pains. Therefore, before you can create your content, you must discover your target audience and their needs first through audience research.
Single Grain states that “72% of B2B buyers expect vendors to provide personalized engagement tailored to their needs. And 84% of customers report that being treated as people and not numbers is the key to winning their business.”
With these details from audience personas, you can create content that people need which will make them return to your business for more help.
Customers want to be seen and heard. B2B customers are making large purchases that take sometimes, years to research and get through their internal approval cycle.
When your customers are searching for a solution to their pains, seeing content that resonates with them can propel you from zero to hero. They can use your eBook or blog as a point of reference when making a case for your product to their superior. They can attend your webinar to get their questions answered and see if your product or service is a good fit for their organization. It takes an average of 6 to 8 touches to generate a viable sales lead. Your B2B content marketing strategy is involved in nearly every one of those touches- from email to blog to webinars and more.
Audience personas are crucial because you not only find out what content they want or might be searching for, but you discover who your true audience is. We have found that many B2B businesses aim for the wrong audience, so their marketing efforts are not successful.
However, dedicating the time to perform audience research can help you discover your true audience.
Have you completed your audience research?
You’re ready to create the personas.
Here are some things you should ask your customers when creating your audience personas:
Getting answers to these types of questions can allow you to think and speak like your audience, so you know exactly what type of content to provide to them as a resource.
Now that you’re armed with your audience personas, you can now create your content.
Creating your tailored content consists of three key components:
With audience personas serving as a resource, you can directly speak to your audience, stand out from competitors, and select eye-catching topics so your content shines.
This blog was written by Shannon Prager from LeadITMarketing, a fully outsourced marketing service business specialised in B2B technology and B2B professional services companies. Head to their website for even more great content and to see how they can help you get your marketing strategy on track.
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