Publishing and sharing useful content related to building products can help move your buyers down the sales channel more quickly.
In fact, 58% of B2B decision makers say that content plays a role in purchasing decisions. Another 38% say content that introduces fresh thought leadership around business challenges affect what they buy for their company, according to CMO Council survey of B2B decision-makers.
In the B2B environment, in-depth content that aligns with what your customer wants to know will prove more valuable to your audience. Ideally, you will have a customer-centric content plan in place that targets what your customer needs or wants to know at each stage in the decision process.
What type of content are we talking about? In addition to Interviews, lists and comparisons, other types include:
- White papers
- How-to guides
Once you have digital assets, the most important part of any content marketing strategy is to make it sharable and push it across all of your media channels.
The following four tips below will ensure a good start:
- Target the right audience. The more engaging your content is to your target audience, the more sharable it will become and the more links it will acquire, which will help in search engine optimization efforts.
- Correctly publish your content. Including social functionality on the content page, hyperlinking your website as the source and pushing it out to your blog are all ways to increase social shares and link backs to your site.
- Promote through your social media channels. Use the obvious channels such as Google +, Facebook, Twitter, and LinkedIn to start a dialogue or debate that relates to your content.
- Reach out to key influencers and ask them to share. Leverage established online communities by identifying who the influencers are, whether it’s an individual or a website, and asking them to share your content in order to reach a much wider audience.
Lastly, one other issue to consider is how to format digital content. Therefore, keep in mind how the target audience will access the material. Referring back to the CMO Council survey, the office desktop computer is the more popular device, but 41% of respondents consume content using smartphones and 30% use tablets.