The CEB Marketing Leadership Council and Google determined back in 2011 that buyers were 57% of the way through the buying process before talking to sales. Yet a study by SiriusDecisions in 2013 put the figure at 67%.
Forrester analyst, Lori Wizdo said in 2013 that “today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out for a sales person.”
In 2021, in the midst of a global pandemic, more B2B buyers are doing their own research online. You can enable them by building value with content that answers their questions
The quality and quantity of traffic to your website is determined by the effectiveness of your content. Here are some of the questions your content can answer to help B2B you buyers:
- What do you offer?
- How does it help me?
- What do I need to know?
- What options do I have?
- What are the best practices?
- Why should I believe what you're saying?
A free consultation can help you find some of the gaps in your content. Before you can create content, you need a detailed plan known as a Creative Brief.
Once you have a detailed Creative Brief, you can begin the Content Development Process.
- Identify missed opportunities
- Overcome challenges that can be fixed
- Discover ideas that can be expanded
If your website is not producing the results you want, you may have gaps in your web copy. Learn more.
The Content Marketing Strategy Guide includes 4 free worksheets that form the basis of a documented content marketing strategy.
- Buyer Persona
- Customer Journey Map
- Content Selection Checklist
- Editorial Calendar
A documented content marketing strategy gives you a plan for getting the results you want. Learn more.
- Create a documented content marketing process
- Develop separate goals for your business, marketing, and content.
- Identify and profile your most profitable customers
- Use the right types of content at each stage of your buyer's journey
- Uncover the questions your prospects are asking
- Systematize your content production process
“Real content marketing isn't repurposed advertising, it is making something worth talking about."
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Which Describes You?
CEOs and Entrepreneurs
You have a lot of decisions to make besides marketing. You don’t have a lot of time. Your priority is generating more leads & sales. You need someone who can bundle marketing advice with quality content.
Marketing Directors
You need a writing professional you can count on. You’re under pressure to get the job done, and the writing is typically what holds up your projects. You need the best quality work because it represents your portfolio as well.
Marketing & Sales Agencies
You need help from a writing professional when you get overwhelmed. You need help writing long copy like Articles, Case Studies and White Papers. Deadline pressure demands good quality work done fast.
Social Media Agencies
You’re a full-time Social Web Marketer or small Agency. Your clients sometimes need website copy, a landing page or other writing services but you’re not a writer. You sometimes need a good writer to bring in on projects.
Video & Radio Producers
You’re a highly creative video or radio production company. You’ve got great video or radio but more often than not need a good script too. When you partner with a copywriter you want them to act like a member of your team.
Freelance Web Designers
You’re a full-time Web Designer or small Design Agency. Your clients sometimes need website copy, a landing page or other writing services but you’re not a writer. You sometimes need a good writer to bring in on projects.
