I recently published a longer form article on Medium on the changing nature of B2B customer buying, the power of content marketing on bottom line results, and how this scales marketing costs.
I recently sat down with eMarketer to discuss the future of B2B marketing and the changes to expect in 2014.
In my previous blog post, I discussed the new customer buying process and its impact on marketing. This new process gives rise to a different, content driven marketing funnel as shown below.
Customers discover brand content when they begin researching solutions to their pain points. From here, they eventually land on the brand’s owned content platforms where brands use technology and constant streams of frequently updated content to keep customers coming back. Customers then engage with the brand’s experts around the content and execute an online sale or lead when they are ready. This process massively scales marketing costs.
See me and a few of my fellow B2B marketers discuss trends for 2014.
In my previous blog post, I discussed the importance of customers discovering your digital content ecosystem and staying in it. In this blog post, I discuss how this ecosystem should work and its impact on ROI.
In your content ecosystem, customers should be seeing constant streams of content. They should be able to engage with your experts when needed. And, they should always have the opportunity to convert whether that means an online sale or lead. The content should be mostly focused on solving pain points verses what you sell.
When you have this content engine running, you massively scale costs. In the olden days, you created content a few times a quarter and oriented your spend around defined “campaigns”. You spend money, get customers, get a spike in activity, and then they go away and you have to do it all again for your next campaign. You spend dollars each time to reacquire customers.
With your digital content engine in place, you see totally different economics. Customers keep coming back to see new content without you having to spend money to acquire them each time. As well, they share the content and new people come into the ecosystem without incremental marketing spend.
When you do have a “campaign”-like activity, you can go back to an existing set of people who know and love you because you have helped them with great content. They give you permission to sell to them.
CMO.com recently reported on my conference talk at the Newscred Content Marketing conference on the power of Inbound Marketing using great content to drive leads.
Listen to my recent Podcast interview with Crimson Marketing on driving content for lead generation and inbound marketing.