The internet continues to dominate, not just in search and social media, but also in trade and businesses. Don’t believe it? Just ask the overwhelming number of business-to-business (B2B) marketers who plan on investing in content marketing.
The Content Marketing Institute’s B2B Content Marketing: 2016 Benchmark, Budgets, and Trends report revealed that 76% of B2B marketers wish to create more content this year, unlike in 2015. Half of them also expressed the desire to invest more in content marketing.
B2B content proves to be an effective strategy — that is, if you know who you’re writing for.
According to Active Prime, a provider of automated customer management solutions, that’s where understanding your customer data comes in (aka customer intelligence).
The Need for Personalized Content
B2B buyers aren’t always after business — they want relevant content. If a vendor fails to understand where they are coming from, they aren’t worth the time.
Customer intelligence gives you a better insight to your data, which enables you to better understand the buyer. Do you know their issues or urgent needs? Knowing them better provides a bigger picture and a clear idea of the type of content they want.
If you create content without knowing more about the audience, you limit their potential.
Better Customer Engagement
Most B2B customers connect with marketers during the various stages of the purchasing cycle. Usually, buyers aim to educate themselves by reading marketing content.
As the marketer, it’s your responsibility to create content that helps — not bores. B2B customers seek information, especially with the buying cycle. Customer intelligence helps you map out the customer and their entire journey; it also identifies pain points and nuances. Once you catch the customer’s drift, writing content that resonates well with first-time buyers is easier.
Get the Most of Your Content
Releasing the right content makes a big difference in any B2B marketing strategy. Considering the increasing number of competition, it’s a tall order — but not impossible.
Instead of dwelling on potential lacks, get the most of your content by knowing the competition through the audience. The nitty-gritty details of their preferences offer a better idea of what you should and shouldn’t do.
As content marketing grows, a more targeted and sophisticated approach is necessary. To drive better business results, know your audience better whenever and wherever you can.