Four elements of the content of Business-to-business website construction

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Reason: Clarifying the objectives of business-to-business content

Content your efforts will achieve what the outcome is, vital; you know, some people are going to hand over their reports to their superiors. In addition, you need to know what works and what doesn't, so you can prioritize what to do.

For business-to-business, each piece of content is more granular: each part of your production should be linked to a short-term goal, such as "encouraging readers to enroll in the XYZ webinar." In addition, it should be combined with your company's strategic objectives, such as "increase sales by 15% in North America". With a clear goal, you will be able to understand how much you have achieved your goal. If the purpose of an industry white paper is to give potential customers an impression of your company, from general guidance to a deeper interest, how are you doing? And if your overall strategic goals generate 400 sales intentions within six months, how are you doing?

Once you have this insight, you can increase your content marketing efforts, give full play to the content so far, and leave the ineffective content aside.

Events: Overview of the audience's purchasing cronies

Once you know your audience, you need to understand the steps they may take to make a purchase decision. You can outline the purchase process at a very basic or more complex level. The key is to understand how your prospects and customers consider the purchase cycle, who is involved, and what information they need at each stage.

Next, you can create a spreadsheet that draws each buyer's questions and concerns at various stages of the purchase process into a table and needs to use the content format that your potential customers like. You should explain these preferences, which are part of your role in creating buyers, and you can take full advantage of the results of external research carried out by Teachtarget and the "Information Weekly" Information Week Business Information network.

Although you are committed to nurturing new customers and building new relationships, make sure you don't ignore your current customers (see table 1). Be sure to create content that will help you deepen the relationships you have established with your customers. Your current customer needs, the needs of your potential customers are different, and even if there is no difference, the former would like to know how to get the most out of the product or service they have already started (see other ideas in the "Loyalty" column at the rightmost level in table 1).

Now you're ready to start creating, looking for, or refining your content, and meeting the specific needs of the buyer at different levels. It's a good start to have a review to see what your current content can be improved on different platforms in different formats.

Table 1 issues to be considered in specifying a content marketing strategy