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A well-designed and implemented content strategy helps: create demand and educate your target audience; increase brand awareness; form a core of loyal audience and stimulate customers to make repeat purchases, build long-term trusting relationships with them. Of course, if this is possible due to the specifics of the product you sell or service you provide; increase sales; turn potential customers into actual and regular ones; improve the SEO performance of a website or other resource used for promotion. Stages of developing a content strategy In order for the content strategy not to remain just a document, but to become a step towards achieving your business goals, it is important to understand: based on the results of the development of each stage, you must receive a specific final product.
Content strategy for complex B2B products: how to create Email List to sell The diagram above reflects the basic stages of content strategies that we develop for our clients and help them implement. For example, competitor analytics will allow you not only to adopt best practices, but also to build on them in the most useful way, and without a content plan, working with materials will turn out to be chaotic, which will directly affect the achievement of your goals and will reduce the return on using content marketing as a tool generally. We advise you to move from one stage to another only after achieving and recording the result in a form convenient for you.
Webinar from Completo and Ingate “Content marketing in B2B: how to sell complex products” However, we do not recommend spending time and resources on preparing and implementing a content strategy if : you have a local business within walking distance of potential clients: in this case, targeted advertising can be more effective; the product involves purchasing “here and now” under the influence of strong emotions; the company does not have established business processes, there is no sales department or specialists do not have to work with customer fears and objections, you do not communicate with customers; the quality of the product leaves much to be desired; a negative information field has already formed around it. In this case, it is worth focusing on SERM optimization and product improvement first; if the product is simple and there is nothing to tell about it other than basic information; you don't have the resources to implement a content strategy.
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