Today, content rules when it comes to promoting your business online. That’s true whether you sell to consumers or other businesses.
Inbound marketing has contributed to an evolution for the B2B content marketing funnel. The newly minted version has become much better and more useful than outdated outbound marketing strategies.
These days customers rely on content to make a purchase. Products alone are insufficient for creating awareness and trust. This makes it critical that you better understand how the modern B2B content marketing funnel works.
Specifically, every type of business across niches should aim to have a clear understanding of how content goes through the various stages of the funnel.
Here we will learn about the three stages of the B2B content marketing funnel, as well as why this new model is important for content marketing.
1. Top of the Funnel: Creating Cognizance
The content in this stage alerts and creates awareness of a need, and highlights a solution to that problem.
Most of the time, your target audience does not even know that they need something until you make them realize it.
That is what content marketing is all about: informing potential buyers about your business.
Below are the different content formats that help in creating awareness:
- Blog Posts
- Infographics
- Guest Posts
- eBooks
- Social Media Posts
- Podcasts
2. Middle of the Funnel: Creating Assessment
Once you have informed your potential buyers about your business, then it’s time for them to assess your offering.
The content in this stage of the B2B content marketing funnel will help your target audience evaluate and compare your business with that of the competition.
Below are the different content formats that help in business evaluation and assessment:
- Webinars
- Case Studies
- eBooks
- Executive Guides
- White Papers
- Sales Focused Content
3. Bottom of the Funnel: Creating Sales
This is the stage where all your marketing efforts pay off. The content of this stage will help in making the sales and converting your potential buyers into actual customers.
The content should confirm the legitimacy of your business and give customers that last push to make them trust you with their purchase.
Below are the different content formats that will help in converting leads to sales:
- Product Demo Videos
- Testimonials
- E-mails
- Self-Assessments
- Questionnaires
The B2B content marketing funnel will walk your content through every stage of a buyer’s journey from awareness to purchase.
If you want to understand more about B2B content marketing funnels, check out this infographic from UTM.io.
Dan McGaw
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