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The subject can kick off a heated discussion!!!!
As high-quality content cannot be relevant content for the organization, but relevant content can be high-quality content for the organization. If you are an SMB and at a growing phase, you will be looking for the revenue, sales, ROI, etc. You will need the content which can drive customers to your website, increase the growth of your organization by the conversion of the leads, etc.
All these boil down to one observation, which is:
Relevant content to drive relevant leads and increase conversion
Creating high-quality B2B content is a tough task, but tougher is the creation of relevant content to increase the conversion rate.
B2B lead generation needs a proper strategy as without that your entire marketing process would fail. If the leads are not relevant, then sales also decrease impacting revenue and ROI of the organization.
A content marketer, CMO, marketing manager, or director all have to face the brunt of the irrelevant leads as it did not get converted. Now, the good news is that you are not alone facing this problem and the bad news is that there are an enormous number of your competitors which in spite of these challenges have figured out the restraints and resolved it to attract the right leads via relevant content marketing.
So, the key here is to create QUALITY and RELEVANT content, but how to create the one?
It is not that easy, also not that difficult. Proper research and understanding of your B2B customer can make a lot of difference in this aspect. As the B2B market intensifies, and demand for the premium leads increases, marketers have to break the boundaries to develop unique and useful content. Some of the effective tactics which can help you in the right content creation are:
1. Research and analysis
2. Search different websites related to the content
3. Going through customer reviews to develop real-time content
4. Targeting every level of audience
5. Telling stories that engage the audience on an emotional level
6. Interaction with the employees directly or indirectly who are involved in the revenue generation
You might have faced this unique situation, where you get a good number of leads that are not getting converted. There could be many reasons for this like low-quality leads, a customer having niche requirements, and others.
Whatever be the reason one cannot ignore the fact that only high-quality and relevant content can help in reaching your target easily and that too within a short time.
But the next level question is what if the lead does not get converted?
This involves a lot of research and discussion with all the members of the marketing team, and also with the sales team who are customer-facing employees of an organization. Most of the time if there are fewer conversions, then the sales team complain of low-quality lead, which might not be true many times. The lead might be of that category who are ready to pay the higher amount than the sales quote in case you meet their high-end requirements, but in the current scenario, these will be termed as “irrelevant leads.” This is because the customer’s requirements are not matching with the specific services of the organization.
One should have a brief discussion with the sales team to understand the behavior of such customers during the interaction, what were their expectation from your organization, etc. Then develop the RIGHT content, which indirectly eliminates or is not related to their requirements so that such customers do not get again pulled as your prospect.
In a competitive market, if you are not able to satisfy their requirement, there will be a hoard of other companies, which will fulfill their requirements and acquire the hefty paycheck. A lost opportunity for you which is bound to increase in the coming years if not addressed at the right time……
So, improvise your service and try to break the limitations of your service.
Be at the right time with the relevant message which no B2B customer can ignore!!!!
It can be anything in the form of blogs, whitepaper, e-books, email, infographic. As a content marketer one has to break the mold and experiment with new forms of writing to eliminate the monotony of content marketing.
It will help you evolve as an established marketer, who can convey his message to the customers seamlessly.
Content is the king in marketing, and B2B content is the leader of all the kings!!!!
It involves accurate research, understanding of the customer for connecting with them instantly, thus saving their time. The content needs to be developed by considering many factors like attracting the decision-maker, their employees on whom they might ask an opinion, creativity, and how it will be helpful for the organization in the long-run.