We know from experience that the world of B2B content marketing can be overwhelming. In fact, we’ve spent over a decade in the wilderness, making mistakes and learning exactly how to produce B2B content marketing that works.
To make your life easier (and save you a decade of knowledge), we’ve put together this in-depth overview of the different types of B2B lead generation content, as well as tips for making each type work for you. From visual content to thought leadership, this is everything you need to know to create the best B2B content marketing for your brand.
The three phases of B2B content marketing
- Lead magnets: ebooks and webinars.
- Main content: blogs, cases, product/service pages.
- Promotional content: social media posts and outreach to your main content.
As a B2B content marketer, your job is to deliver high-quality leads to your sales team. Someone on the sales team will convert the lead into a customer, europe cell phone number list or a product marketer will make sure the lead gets the right follow-up emails on autopilot.
Either way, your job probably isn’t to convert someone into a customer. Your job is to convert them into a lead. That’s why Phase 1 is lead magnets, not smaller pieces of content. Once you have high-converting lead magnets, it’s much easier to determine what kind of main content (Phase 2) and promotional content (Phase 3) you should create.
Throughout these stages, you’ll research your audience’s needs and measure success in an endless cycle of iteration to ensure your efforts are reaching and converting your target audience.
B2B Content Marketing Phase 1: Create High-Converting Lead Magnets
While lead magnets may not be the first thing how to add facebook messenger chat to your online store you create when your business starts producing content, they should be the first thing you create when you start prioritizing B2B lead generation with your content.
You can have multiple lead magnets. Some B2B content marketing teams create one per quarter, one per month, or even more. But to simplify things, let’s start by creating just one high-quality lead magnet that your audience craves.
Do your research before creating a lead magnet
Don’t reinvent the wheel: Research competitors to see what other companies are producing. Do they offer ebooks, webinars, or live events? Also, chile business directory research what influencers and consultants in your industry are producing. Unless the source you’re inspired by is well-known in your industry and has saturated the market, it might be smart to create something similar.
Solve a problem for your audience: Solving your audience’s problem builds trust and loyalty, and keeps people coming back for more help. Research relevant hashtags on Twitter and LinkedIn to find out what your audience needs help with, and read through questions on Reddit and Quora.
