It’s not uncommon for B2B marketers to feel somewhat misplaced if they are planning to develop website marketing plan.
Creating the best content aimed towards the proper people (decision-makers) is no easy feat. What is easy is spending a lot of time failing to create a plan — or worse — sinking time into allowing the wrong sort of content.
The most effective to create an online marketing plan is to start with a persona-focused strategy that can dictate what to tell your prospects then when.
In 4 steps, it is possible to build a plan that will save you some time to better engage B2B decision makers.
1. Create target personas
Target personas are those of prospects that you want as customers. These are nearly always your selection makers.
Beautifully shaped personas will lay the building blocks for creating content that targets their specific questions and challenges. When you get these right, you can be certain to make content that can establish you as a possible industry expert on that subject.
You can get from specialist.
But what does it look like to take a purchaser persona and commence creating great content? Speak with your sales people.
2. Outline the frequently asked questions
Your sales team talks with prospects every week who all ask the same (or similar) questions. The fact that these questions come up again and again is an indication that there is plenty of opportunity to take it upon yourself as a marketer to better educate your prospects, and even address common objections before sales even gets involved.
Try outlining 10-12 questions for each of your personas. These questions will be the basis of your content development.
3. Create quality cornerstone content
Cornerstone content is the best way to generate leads through your website. This content is premium and extensive, and is typically something that your prospects will download in exchange for some information as they become more and more sales-ready.
Looking at your list of questions for each persona, create a content offer for each question that will address it at length. Make it truly valuable for the person who is downloading it. Many times these offers take the form of 10+ page eBooks, but they can also be crafted as webinars, email courses, or slideshares — whatever it is that your prospects will find valuable and engaging.
4.Write blog posts to support cornerstone content
Blog posts are the baited hooks that bring visitors to your website. As decision makers search for solutions to their challenges, they will stumble upon your blog posts. The purpose of these posts is to engage the reader, provide them with an answer to their question, and offer them an opportunity to take a next step to learn more by downloading your content offer.
The best way to outline blog post topics in a repeatable way is to elaborate on a specific topic covered by the cornerstone content piece.
As an example, this post covers a specific aspect of our eBook about creating content in boring industries, which you will find at the bottom at the post. If you are engaged enough by this methodology, you may choose to click that call to action and download our comprehensive cornerstone content offer.
Get to it!
This methodology has helped hundreds of companies to re-think the way that they build their online marketing plan. Give it a go with yours and be amazed by the time you save and the results you see.
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