B2B Marketing Content: 3 categories of high-yield marketing content that target different stages in the B2B decision process

How to simplify the process of creating better content for your B2B marketing program.

Step 1: understand what your customer wants to know

Step 2: build a content plan that maps what your customer wants to know to your marketing and sales priorities

Step 3: focus what you know into marketing content that targets different stages in your customers decision process

3 categories of high-yield marketing content that targets different stages in the decision process

1. What your customer wants to know about your brand and offer.

This content already exists in most B2B marketing programs and just needs a little polish to get it to working.  It is often most relevant towards the end of the decision cycle as a customer is evaluating alternatives and making a final decision.  Click here for examples of high-yield brand and offer content.

2. What your customer wants to know about what you know.

Often buried deep inside your organization this content is really about why your customers work with you.  It is your expertise, your knowledge, what you know how to do for your customers.
How to understand and implement what you do.
How to add value to your customers’ business.  Or how to take away their pain.
How to define what they really need and then how best to make it happen.
What works and what doesn’t.
What is new and what is out of date.
Where the market is going and how to build competitive advantage.

This content is often most relevant in the early stages of the decision process for example when a customer is defining their requirements and researching solution alternatives.  Click here for examples of high-yield what your customer wants to know about what you know content.

3. Quick-hit updates about what is going on.

This category of content actually fits between the first two because it can include what your customer wants to know about your brand and offer or what they want to know about what you know.   But it is lighter and more conversational in style.  Think of it as the pop culture content of your industry.  Content that quickly catches your eye and is relevant for its news or update value.  It often directs you to deeper content resources but does not take much investment to discover, understand, or consume.  It can be relevant to any-stage of the decision process depending on its theme. Click here for examples of high-yield quick-hit update content.

Next Steps: Assess your own marketing content

Do a quick audit of your marketing content to identify which stages in the decision process you are targeting.  And where you have gaps.  And then try our content planning tool to help you fill in those gaps and get more customers.  And of course contact us if you have any questions or what to see these tools in action.

Finally don’t forget this terrific advice from Hubspot (we are huge fans!):

“match the way you market what you sell with the way your prospects learn about and decide to buy what you sell”

Please share this post if you think it is helpful and please comment with your own thinking, challenges, or examples.

0 responses to “B2B Marketing Content: 3 categories of high-yield marketing content that target different stages in the B2B decision process”

  1. This ties together some interrelated key concepts really well, Scott. A 4th category might be “What your customer wants to know about your category or segment.” Sometimes this question needs to be answered before they really want to hear anything about your brand or offer specifically.

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