Part 1 in a 3-Part Series on Content Marketing for the B2B Buyer’s Journey
B2B content marketing seeks to provide helpful and compelling content for each stage of the Buyer’s Journey. By thinking about what actions a buyer is taking in each stage, we as B2B marketers should provide content that educates and helps the buyer progress to the next stage in the Buyer’s Journey and toward our product or service.
In a three-part series of blogs over the next several weeks I’ll address the primary challenges B2B content marketers face during each stage of the buyer’s journey and provide tips for how to conquer these challenges. So let’s jump in!
Review of the buyer’s journey
First, a quick review of the buyer’s journey which defines the typical actions and steps a prospective buyer takes from first understanding their problem to finally purchasing a solution. By defining specific phases or stages along the journey we can better understand what information the buyer needs in each stage. There are many different buyer’s journeys available, some more granular than others. I prefer HubSpot’s Buyers Journey, shown in the graphic below, because it is easy to understand and more than adequate for content marketing purposes.
The entire journey has only three stages, Awareness, Consideration, and Decision. In this blog, Part 1 of 3, I discuss the Awareness stage.
Awareness stage buyer activities
During the Awareness stage of the buyer’s journey, the buyer is just becoming aware there is a problem that may need to be solved or is discovering an opportunity for improvement. The buyer is typically researching online and offline to better understand if they have a problem or opportunity and if it’s worth further investigation. They are looking for trustworthy educational content that is not trying to sell and helps them more clearly define their problem or opportunity. The goal for a content marketer during the Awareness stage is to gain the buyer’s attention by offering educational and helpful content in the places where the buyer is looking and researching.
Top 2 content marketing challenges in Awareness stage
Assuming you know and have defined your target Personas (read my post, B2B Buyer Personas: 6 Easy Ways to Research & Develop, if you need help creating Personas) and have compelling content appropriate for the Awareness stage, your top 2 challenges for Continue reading