B2B content marketing has evolved beyond traditional formats like white papers and case studies. Today, buyers expect more diversity, creativity, and relevance in the content they consume. To effectively engage B2B buyers, companies need to offer a wide range of content types throughout the marketing funnel.
Your target audience craves engaging content that goes beyond the ordinary. Instead of serving them bland content, aim to provide a rich buffet of exciting, relevant, and helpful content to guide them through their buyer’s journey.
Here’s a breakdown of the best content types for each stage of the marketing funnel:
Awareness Stage: Appetizers
During the awareness stage, focus on capturing the attention of your audience with eye-catching and practical content. Some effective formats for this stage include infographics, videos, thought leadership blogs, podcasts, and engaging social media posts. The goal is to showcase the possibilities and introduce your brand as an expert worth exploring further.
Consideration Stage: Salad and Garlic Bread
In the consideration stage, offer a mix of useful and engaging content to keep buyers interested. Ebooks, interactive content, webinars, and customer stories can provide valuable insights and help build trust with your audience. This stage is all about providing proof of your brand’s expertise and value.
Decision Stage: Main Course
As buyers move closer to making a decision, serve them with content that highlights your solution’s benefits. Case studies, demo videos, social proof, and one-sheets can help persuade buyers and provide them with the information they need to make a purchase decision.
Retention Stage: Dessert
After a purchase is made, focus on retaining customers by offering delightful experiences. Using content like demos, webinars, community-building initiatives, and customer stories can help foster loyalty and turn customers into advocates. This stage is all about creating passion for your brand.
Create a Culinary Content Experience
The customer journey is self-directed, non-linear, and unpredictably paced. By offering a diverse range of content throughout the funnel, you can cater to individual preferences and ensure a satisfying experience for buyers. Embrace full-funnel content as a growth strategy to engage and convert prospects effectively.
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About the author
Joshua Nite brings humanity, empathy, and humor to content marketing. With a passion for great writing, Josh is committed to creating compelling content that resonates with audiences. Beyond his content marketing expertise, Josh is a Pundamonium Pun Slam champion, stand-up comedian, storyteller, and budding guitarist. His only weakness? Feeling self-conscious when writing about himself in the third person.