In ”
“, we mentioned that content marketing is an effective measure for “lead generation”, which is the process of acquiring potential customers (leads) for companies in marketing activities.
This is the first process of BtoB marketing, but what are the roles and features of BtoB marketing that differ from BtoC content marketing?
This time, we will consider the features of BtoB and the role of content marketing, and in the second half, we will introduce how to create content, including past columns.
Related materials:
Features of BtoB marketing and content marketing
There are three characteristics of BtoB marketing:
◆Decision makers and users are often different. In addition, decisions are made by multiple people, including a contact person and an advisory person.
◆From service content such as functions and fees, management cost-effectiveness (ROI) such as business performance expansion and cost reduction is the criterion, and sensory and subjective factors are removed to make rational decisions.
◆Compared to individuals, the number of target corporations has decreased.
BtoB marketing tends to take a medium- to long-term consideration period, as it involves multiple people and considers not only the specs of functions and fees, but also the impact on management.
Additionally, since the number of target corporations is decreasing, long-term communication depending on the stage of consideration will be necessary.
Furthermore, because the literacy (level of understanding) for services is not uniform, it is necessary to communicate accordingly.
In the first place, content marketing is a “marketing method that delivers valuable content to users and encourages them to take actions that will ultimately lead to profits,” so we believe that it is highly compatible with BtoB marketing, which has the above-mentioned characteristics. will be given
Content marketing techniques for lead acquisition
◆Goal Setting The column you are reading now is also a type of content marketing, but our company’s goal is to receive inquiries from customers.
In addition, we have set dozens of inquiries per month as a KPI (key performance indicator), and last year we were able to achieve a certain number of results, and this year we are pursuing even higher targets.
The first thing you need to do is decide what you want to do with content marketing and what your goals are.
If your goal is to acquire leads, you may want to set the number of downloaded materials and e-mail newsletter registrations as your goal KPI, in addition to inquiries.
◆Target & Keyword Selection Target setting is a very important process as it has a great impact on “content creation” which will be explained after “target & keyword selection”.
If you set the target incorrectly, the content you provide will also change.
In the future, the readers and receivers of your content will be customers who clarify your company’s strengths and pay a fair price for the value of your company’s services, as well as clients who have the potential to do so in the future.
For specific methods, please see ”
.”
In addition to setting targets, you may also be conscious of keyword selection.
When considering a target, it is natural to select a keyword by thinking about the behavior of the target, such as “What keywords should they search for?”
Keyword selection is connected not only to content creation but also to SEO measures, so doing it at this stage will save you time later.
◆Content Creation We select targets and keywords and prepare content that matches them.
The format and planning of the content is shown below, using the content published in ”
HR Pro
” and ”
Management Pro
” as examples.
- Downloadable materials Introduction examples, how-to books, research data, seminar lecture notes, etc.
- Seminars: Free seminars with well-known guest lecturers such as experts and personnel personnel at major companies, talk sessions with on-site personnel from companies that have introduced the system, etc.
As shown in the content below, there are some forms where the content is exposed halfway and you are directed to download the material or log in as a member to read it to the end.
- List of companies/expert interviews/dialogues
- Survey data HR Research Institute
◆Attracting customers You need to take measures to attract customers so that the content you create will be accessed.
We will increase awareness by utilizing SNS, SEO measures, and distributing email newsletters.
We discuss in detail about attracting visitors in ”
”
◆Lead management/selection Setting targets, creating content, attracting access, and selecting and managing the acquired leads is the content in the subsequent lead nurturing (prospective customer development) phase. Maximize the effectiveness of your marketing.
MA (Marketing Automation) is an effective tool, but you may also refer to the column below.
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summary
◆BtoB marketing tends to take a medium- to long-term consideration period, and the number of target corporations is small, so detailed communication is required depending on the consideration stage.
◆Content marketing is a “marketing method that delivers valuable content to users and encourages them to take actions that ultimately lead to profits,” so it is highly compatible with BtoB marketing, which has the above-mentioned features.
◆ Content marketing creation methods include goal setting – target & keyword selection – content creation – attracting access – lead management and selection