B2B Marketers Can’t Ignore This Content Strategy Anymore
What's up, friend? Buckle up and get comfy, because we're going to take a ride through the crazy, twisting, rollercoaster world of B2B content marketing. You're probably thinking, "Marketing? Sounds about as interesting as getting a tooth pulled!" But listen to me. We're about to reveal the secret ingredient that will take your business-to-business marketing from 0 to 100. And no, you can't keep ignoring this plan any longer. So let's get started!
What comes first? What is this secret content plan we keep talking about? Well, my dear friend, it's been around for a while, but B2C marketers have mostly used it. You've probably heard of this before; it's called "transactional intent." Cue powerful music. Or, you know, just picture it in your head. This isn't a Hollywood film, after all.
Now I can see that you are confused. "What are you trying to do? "What in the world is that?" Hold on, my friend. We're almost there.
In its most basic form, transactional purpose is about making content that directly affects a buyer's choice to buy. We're talking about a change from making people aware to actually getting them to do something. In other words, the goal is to turn those potential buyers into real, paid customers. "But haven't we done that the whole time?" you might ask. Well, not quite.
You see, in B2B marketing, we've spent a lot of time making sure people know about us, building our brand's reputation, and making sure we have good ties with our customers. Don't get me wrong, I think all of those things are important. But at the end of the day, we want to hear that cash register ring, right? We want those deals to be signed, sealed, and delivered. So, commercial purpose comes into play.
I want you to think of a tube right now. At the top of the funnel is awareness. This is where you use interesting, engaging material to draw prospects. As you move down the path, you want those prospects to become leads and, eventually, buyers. Transactional purpose is about making material that moves your prospects down the funnel, turning their attention into action.
So, you're probably thinking now, "How do I put transactional intent into my B2B content strategy?" Good question. Let's take it apart.
Start by knowing who you're writing for. Find out who they are, what their problems are, and what kind of answers they want. It's not just about who they are, but also about putting yourself in their shoes and knowing what they need.
Next, make material that people will find useful. Don't just bombard your audience with sales pitches; give them answers, advise, and ideas they can use. This could be done through blogs, eBooks, workshops, or even posts on social media. Make sure your information is clear and gives your readers clear steps they can take.
Now, here's the important part. Put a call to action (CTA) in every piece of material you make. This is where you gently persuade your audience to buy something. This could say anything from "Contact us for a free consultation" to "Download our eBook for more information." No matter what it is, make sure it is clear, interesting, and easy to act on.
Last, keep track of what you've done. Track how well your work is doing by using analytics. Are there more leads coming in? Are there more people coming from prospects? If it doesn't work, don't be afraid to change your plan and try something else.
So there it is, my friend. Transactional purpose is the secret ingredient you need to boost your B2B marketing game. It might sound like a lot, but once you get the hang of it, you'll wonder how you ever got along without it.
Remember that we can't rest on our shoulders in the fast-paced digital world of today. We need to change, grow, and try out new ways of doing things. And transactional purpose is a tactic that you can no longer ignore.
So, why don't you just do it? Jump in, try new things, and watch your B2B marketing skills grow. And when you're drinking that mojito to celebrate your win, don't forget who gave you this great tip. Thank you very much!