Content is a valuable sales and marketing tool for B2B companies, generating engagement from prospects and existing clients and ensuring your products or services are front of mind when the next sales opportunity arises.
Good quality content helps to grow a business’s reputation through increased visibility of knowledge and expertise; greater exposure to the market through search optimisation and increased website footfall; and being talked about as engaged users share your ideas across the web and face-to-face.
But how do you make the most of this great opportunity to gain valuable insight into your target audience, and generate new leads?
Capturing data and generating leads through prospect and client interactions is becoming increasingly important in developing long-term and valuable relationships, and many B2B marketers are using digital channels as a primary resource for harvesting this data.
White papers, tutorials, market research, training, ebooks and many other knowledge resources are great ways of gaining interest from online B2B audiences.
But beware. Marketers need to make sure they avoid alienating their potential clients through aggressive data harvesting, placing all their content behind a registration form. Careful consideration needs to be taken about where in the sales cycle the target audience falls, and tailoring the data capture strategy to align with this.
And marketers can use sample content as a way to entice potential registrants to give you their details by providing one flagship piece of content, generating demand for the wealth of content available behind the registration form.
Undoubtedly in today’s increasingly busy marketplace, generating high quality content that draws in the target audience provides a significantly more cost efficient and effective channel to engage with prospects and clients than a broad push marketing initiative.
We know it’s critical to deliver a powerful pull strategy that develops a strong two-way conversation, driving engagement, generating leads and delivering sales.
Conversations generate sales.
Monologues generate very little.
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