Understanding the 3 Stages of Content Marketing in the B2B Conversion Cycle

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Higher conversion rates – it’s the Holy Grail of any B2B operation. While most business owners know that content marketing is a key to conversion success, very few understand exactly how it works. By familiarizing yourself with the 3 ways content marketing warms-up prospective clients for the eventual sale, you’ll be able to maximize this tool to its full capacity.

But before we study the three stages of content marketing, it’s important to get into the right frame of mind. Now, we know that compared to B2C web copy, B2B content must be more focused on hard data and numbers. After all, it’s the bottom line that businesses care about.

While rationalization is used for B2B content marketing and emotions are left for B2C web copy, consider viewing your B2B efforts with the emotion of a prospective lover. Think I’m crazy? Just hang with me for a second! You see, cultivating a business lead and relationship is similar to courting the crush you’ve been eyeing. It can take some time or it might develop overnight, but you must lay the appropriate groundwork.

Content marketing does this for you. Here’s how:

  1. Acquisition – or the hook. The first stage in content marketing during the B2B conversion cycle is getting your ideal client’s attention – and keeping it. Sometimes this is easy, and other times this is difficult. You can think of this period of time as a first date. Your businesses are still getting to know each other and there isn’t any commitment from one party or the other.

During this stage, the prospective client is not only reading your blog, but also researching your business throughout the internet. This is why a holistic and strategic content marketing plan is needed. To make their content more effective, some businesses even hire professional writing services to ensure that their copy is optimized for the B2B conversion cycle.

  1. Nurturing the interest. If your businesses survived the first date, it’s important to continue nurturing the relationship. At this point, it’s important to focus on the prospective client, not on your business. While it might be tempting to invest in content marketing that showcases how great your business is, it would be more effective to discuss your ideal client’s problems and how your business can offer real world solutions.
  1. Making the first move. If you’ve reached the third stage of the content marketing conversion cycle, it’s finally time to make the first move. You do this by pitching your business as the solution to the prospective client’s problems and needs. This is the moment where you can showcase your credentials, offerings, and experience. It’s time to convert a window shopper into a paying client!

B2B Insights