Search Engine Optimization (SEO) requires you to produce high value-added content on a regular basis in order to stay at the top of search engine results. This means writing blog articles, but not only. The role of marketers is to implement a relevant content strategy. This is what we call “content marketing”. The aim is twofold: to generate more traffic to your website, and to ensure that new customers are accompanied on their purchasing journey through to conversion. How do you create a B2B content strategy? In this article, we take a look at the different strategies.

Define a relevant B2B content strategy

In marketing, when we talk about content strategy, the focus is often on “content” rather than “strategy”. But strategy is everything you do to achieve your objective. After all, once you’ve written content, however relevant it may be, it’s not enough to just wait for visitors to come across it, and hope to convert new customers. We’ve identified 3 levels of content strategy. Each level has its advantages and disadvantages, so let’s find out which level you belong to.

1. Content marketing: creating relevant content

Content marketing represents the first level, and is often initiated for companies by fads, influencers or marketing trends. At this stage, we create quality content to attract potential customers to our website. So we focus on content production.

If we compare this level in a customer’s buying journey, it corresponds to the discovery phase. The customer learns about his needs and his problem. The aim of your content is to respond to this problem by offering informative content that can help.

2. Conversion: creating content that converts

The second level involves introducing the notion of intent. The marketer needs to define buyer personas (profile of a typical customer) in order to better identify your prospects and try to convert them into customers. As a result, articles are targeted more at specific individuals, and content is diversified according to the different personas. We also associate tools and conversion objectives to analyze the results of our content strategy.

In the customer’s buying journey, this level corresponds to the consideration phase. Customers are looking for solutions to their problems. The content we propose will therefore have to be adapted to their specific problem, to make it easier for them to evaluate the various products/services available to them.

3. Inbound marketing : créer du contenu allié à une stratégie

The third level involves adding a global vision to content management. This work is twofold:

• Refine content according to persona stage
• That is, its stage of maturity as a prospect.
• We’re fine-tuning our organization by creating content silos, i.e. partitioning the site according to the different themes covered. We’ll be working more on semantic cocoons to combine content marketing and SEO.

As far as KPIs (Key Performance Indicators) are concerned, we analyze conversion rates according to the different phases of the funnel (a graphical analysis feature that visualizes conversion rates and loss points during a conversion process comprising a sequence of pages or steps).

Once you’ve determined the level of strategy to which you feel you belong, look at the areas for improvement in the light of the time you have available and the resources you wish to devote to them. It’s not just a marketing strategy, but an effective prospecting tool, provided you follow it through.

Ask your NWM marketing agency for advice, and we’ll be happy to help.

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