...of decision makers say they spend more than one hour per week reading and reviewing thought-leadership content.
Take a minute and think of how you are buying today, B2B buyers are googling just as much as B2C. Can you afford to miss the potential deals you can close through content marketing?
Increase trust, get loyal customers and become a thought leaderToday, the majority of a buyer's journey to purchase is happening online. Before we buy something we do research online and are getting all the information we need to make the right purchase decision. If we don't feel completely sure after the research, that's when we first contact a potential vendor.
This is one of the main reasons your company's website needs to have relevant content which answers your buyer personas' most common search queries. Without this kind of content, it will be very difficult for you to meet your prospects early in their buyer's journey, something that is very important today to increase the possibility of a closed deal.
Content can also help you increase trust for your company by becoming thought leaders. By creating expert content for unknown visitors, prospects and existing customers you show them that you know what you are talking about and they will feel they can trust your knowledge.
Need a partner in content or just looking for inspiration?
At Avidly, we look at content from two perspectives. First, how it serves your customers at different stages of the buying path. And secondly, how content contributes to your goals.
That’s why the foundation of our work is a content strategy and plan, built on the organisation’s business goals to build thought-leadership, and support the desired brand image. A Content strategy defines goals, buyer personas, funnels, themes, channels, practices and of course, how we measure the success of our actions.
Based on this, we create a content plan to ensure that you will get all the content you need in place to answer your prospects' and customers' common questions. This will attract new traffic as well as support you as an expert in your field.
There are a lot of different content formats to use and add into your content plan, depending on your goals and what you want to achieve with it. This also depends on your persona's preferences, someone is preferring educational content in form of video, blog posts or web text. Others prefer customer cases and infographics to feel inspired and engaged. This is just one of the things we can help you with when it comes to content, to sort out which kind of content your company should focus more or less on.
Our content specialists have long experience and in-depth knowledge in content strategy, planning and content production in different kinds of formats.
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“We see that those of our contacts who have done inbound activities, like reading the blog or downloaded content, buy an average of 1,3 times. In comparison, those who have not done inbound activities buy an average of 1,08 times. In addition, 27 % of the contacts who have bought certification or courses with us in the past year have visited the blog.”
Jon Arve Wålberg, Director of Online Business Development at Metier OEC