1. B2B Buying Habits Have Changed
B2B buyers have changed their purchasing experience preferences. Now, they demand these experiences to minimize the direct interaction with brands and instead maximize their need for digital channels for information.
Here are a few examples of tactics to use to ensure that your content is reflective of the needs of your buyers:
- Survey existing costumes
- Perform an audit
- Download sales team insights
- Seek out third-party validation
- Tailor content to specific audiences
2. Analytics Make It Possible To Better Understand Your Target Customer
Data analytics is a great tool that provides insight into your target customer’s needs and behaviors. Creating content that drives your audience for a website is crucial to gathering the information needed to learn more about your customer.
To gain the most beneficial insights from your content, follow these steps:
- Set a consistent publishing schedule
- Make your content cohesive
- Learn from the analytics and apply them to new content
3. B2B Buyers Use Large And Diverse Teams
B2B buyers use increasingly large groups to make decisions. Typically these groups consist of six to ten decision-makers, making it more challenging to have your content resonate with everyone in the group. Some tips to help improve your content’s chances include:
- Developing content that is different for each decision maker
- Develop a complete and balanced mix of content that will focus on each buying stage
- Target different learning styles
- Enhance your content’s visibility by making it available wherever buyers may go for information
4. Startups Are Building Recognized Brands - Fast
Many startups struggle with brand recognition in their early stages of development. Although this can be the case, content marketing is beginning to fuel these startups by making their brand name more and more recognizable. Here are a few ways to help grow your brand awareness through content marketing:
- Utilize third-party outlets
- Engage influencers
- Collaborate with partners
- Gate content intentionally
Read more about B2B Content Marketing at entrepreneur.com