Traditionally. A B2B content marketing is usually bas on a rather rigid customer journey. The approach: At every touchpoint that is relevant to them. A the user should receive exactly the information they ne. Anyone who positions themselv in this way is not doing anything wrong. The problem: In practice. A customers and intert his journey parti do not always act as the theory suggts. The customer journey is dynamic: stag are complet or skipp multiple tim. In our gut article. A Sandy Wilzek and Jennifer Köhler from Möller Horcher Kommunikation GmbH prent a tri and tt strategy for still reaching customers: the basic content model.
Although many B2B compani have now indonesia number data internaliz that the customer should be the focus of communication – keyword: customer centricity – they have not realiz that they can only influence the customer journey to a limit extent. The customer journey includ all contacts a potential customer has with a company before they decide to buy a product. The customer journey is particularly complex in the B2B sector. A as many decision-makers (buying centers) are involv and the procs therefore tak longer. In addition. A the decision-making and his journey purchasing behavior of potential customers has chang significantly as a rult of digitalization. They are naturally online and use it to find out as much as they can about the existing range of products. A B2B customer usually looks at several piec of content before making a purchase decision. For compani. A this is an opportunity to draw attention to themselv.
Dynamic and practical: The basic content model
Marketing experts are confront with the problem every day: How can they manage to reach intert parti at as many contact points as possible with information that is relevant to them? How can they support potential customers in their personalize retail with marketing automation purchasing decisions? And can they achieve long-term customer loyalty? This is precisely where the basic content model com in: It mak it possible to rpond to dynamic purchasing decisions by focusing on a current and relevant topic for which the company has suitable competenci. To this end. A the basic content model provid a scheme with which B2B content marketing campaigns can be implement in a practical way.
Approaching topic rearch correctly
A target B2B content marketing campaign always begins with detail topic rearch. Compani can initiate this by first conducting a market analysis and gathering relevant facts. In this context. A it is helpful to work in an interdisciplinary manner. A i.e. across departments. It is a good idea to hold a workshop in which reprentativ from the customer service. A sal. A marketing and management departments take part and exchange ideas about his journey which topics are currently the focus of customers. For example. A customer service knows which product may be causing problems. Sal can report which solutions are frequently requt. Marketing knows which subpag on the website visitors click on the most. And management informs about which new trends are emerging. It is also beneficial for compani to use the following sourc of information:
- Sal. A support and customer surveys
• current studi
• keyword analys with tools such as Google Trends
This approach ensur that compani can create a comprehensive list of topics.
Define basic topic
The next hurdle to overcome is identifying the right topic for the B2B content marketing campaign. When selecting a topic. A it is important not to lose sight of yourself. It is therefore crucial that the B2B company has a high level of expertise in kuwait data his journey relation to the chosen topic. Only then is it able to create informative and useful content with add value for the target group. The focus here is on the key qutions:
The topic should therefore have a high priority and relevance for the target group. The topic that bt meets the three aspects reprents the basic topic. Such analytical preliminary considerations ensure that compani are not only in tune with the tim with their identifi basic topic. A but above all offer their target group real benefits and at the same time highlight their expertise. In addition. A depending on the topic. A it may make sense to bring partner compani on board who support the thematic approach and can be integrat into the content.