Content Sharing in B2B Marketing
According to the B2B Content Marketing Benchmarks, Budgets and Trends report, producing great content is the biggest challenge marketers face, backed up by producing enough content.
Some of the challenges faced include
- Producing engaging content
- Getting content delivered to the right audiences
- Measuring results based on content shared
- Resources to produce content
- Budget constraints
- Lack of understanding buying personas or their decision stages
While working towards overcoming these challenges, simultaneously, it is important for B2B marketers to share content at different junctures to engage with prospects.
Content sharing during lead generation: Activities for lead generation includes sending out an email campaign about latest product, or talking about it on the social marketing page. The other parallel activities may include creating a landing page highlighting the product features, creating a whitepaper around the technology driving the product, getting the customer to talk about how well the product is doing for them to making a product demo.
By sharing content through different mediums, B2B marketers can expect to drive prospects to their website. Using lead intelligence tools marketers can track website behavior and get valuable intelligence that can be used to tailor further communications.
Content sharing during lead nurturing: Content needs to be shared proactively once the marketer understands visitor’s interest. A personalized lead nurturing strategy needs to be devised to make that information readily available to prospects. Even content shared through webinars, slides and info-graphics can be used for lead nurturing to showcase the marketer’s solution in social media forums and PR sites.
Content sharing during brand building: Brand building is a long drawn out process. So marketers need to be cautious with what they share and how often they share information about the company through an outbound channel. The best way is to make all relevant information readily available on the corporate website, which will help prospects to probe website for more information as well.
Apart from sharing content at the right juncture, it is also beneficial for marketers to curate the content that they have created. One of the reasons why content curation is so popular is because marketers need not have to be the original creator. They act as a facilitator for sharing of useful information with prospects. Also, by providing relevant content in one place the research and education time for the prospect is brought down drastically. The more neutral content is shared; audiences will start trusting the marketer more.
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