June 6 2017
Most of the B2B purchasers make their journey of buying online independently which according to Nate Dame; a respected columnist accounts for 90 % of transactions. The question you need to ask yourself is whether they can encounter your brand somewhere along the way. Marketers need to consistently drive revenue by improving their ROI because as a marketing strategy, content marketing is everywhere on the internet. To create content that is recognizable; many businesses have relied on SEO to map their content along with a B2B path of purchase.
Aligning the marketing of content along a buyer’s journey is advantageous because it improves the cross-sell and upsell by over 80% due to the changes that the buyer’s journey has undergone. All the info is currently put into the direct hands of the purchaser, and this has shifted the role of the buyer into the territory of the marketer. Before speaking to a sales person, many B2B customers do their research which accounts for about 90% of their journey, and the question that remains for the marketer is to find out whether the purchasers meet your brand along with their purchasing journey. Failure to find your name means they are finding your competitor, and so you need to define the path throughout a purchaser's journey to identify the prospects, to discover new opportunities, and to know how they are navigating online. You, therefore, need to create content that responds to the changes in the market and which can find them when they are looking for it.
You need to first understand and define a buyer's journey by researching details about particular details that set your customer apart and to map your content to the unique journey of the consumer. For instance, the buyer who needs a logistical expert has a different journey from the user who needs to invest in a technology platform. You must unearth the marketing activities that suit the mission. The questions you need to answer are; what kind of content do the buyers need and respond to? Are external or internal pressures forcing them to seek solutions? How are they evaluating the solutions? What are the problems they are aware of? And what factors are they considering regarding vendor reviews, pricing, customer support, and other things? You must, therefore, define the specifics of the different buyer's journey that your target audience needs. Answering questions accurately will enable you to optimize your content
Secondly, you need to discover special insights with user intent research and keywords. You must know how they navigate the web using search engines because 71 percent of B2B of decision-makers begin the process of making decisions by research the web. Your content must answer the questions behind the search queries of your audience for you to efficiently work with the algorithms of Google. The four micro-moments that Google uses to define a search query are the content your audience is looking for in relation to a list, steps, free trial or a product, the content they prefer in terms of infographics or videos, who are you talking to in the purchasing team, and where are they in the buyer's journey. Thirdly you need to have content for every step of the trip by reviewing the existing content against the insights or intentions of new users and to determine how suitable the content is for them. Lastly, have the substance that fills the missing link in the possible queries the users might need.