{"id":15415,"date":"2018-12-07T18:32:12","date_gmt":"2018-12-07T18:32:12","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=15415"},"modified":"2024-05-23T07:42:17","modified_gmt":"2024-05-23T11:42:17","slug":"8-type-of-content-to-fill-gaps-in-b2b-buyers-journey","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/8-type-of-content-to-fill-gaps-in-b2b-buyers-journey\/","title":{"rendered":"8 Types of Content to Fill Gaps in the B2B Buyer\u2019s Journey"},"content":{"rendered":"<p><span style=\"font-weight: 300;\">In today\u2019s digital era, having a strong content marketing strategy is essential, particularly in the B2B space.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Effective B2B <a href=\"https:\/\/directiveconsulting.com\/ca\/services\/content\/content-marketing-services\/\">content marketing<\/a> isn\u2019t a matter of writing a 300-word blog post a few times a week or posting an occasional press release. If that\u2019s all your current strategy consists of, it&#8217;s time to change things up! Let\u2019s dive in.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What is Content Marketing?<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">Let\u2019s start with the big question here. What exactly is content marketing? It is the creation and distribution of valuable, engaging content to a clear <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/target-audience\/\">target audience<\/a>. Basically, this content is created to answer questions or solve your customers&#8217; (target audience) problem. When people search for answers, your content is there to supply them. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Every year, the <\/span><a href=\"https:\/\/www.slideshare.net\/mprofs\/2019-b2-bcontentresearchfinalmarketingprofs\"><span style=\"font-weight: 300;\">Content Marketing Institute<\/span><\/a><span style=\"font-weight: 300;\"> conducts a survey of B2C and B2B marketers, learning about the content they make.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_15417\" aria-describedby=\"caption-attachment-15417\" style=\"width: 512px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-15417 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah2.png\" alt=\"Graph showing importance of having a content marketing strategy. \" width=\"512\" height=\"341\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah2.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah2-300x200.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption id=\"caption-attachment-15417\" class=\"wp-caption-text\">Source: https:\/\/imgur.com\/TTxi8Lp<\/figcaption><\/figure>\n<p><span style=\"font-weight: 300;\">As you can see from the screenshot image above, <\/span><b>93% of the most successful B2B content marketers report their organization is extremely\/very committed to content marketing<\/b><span style=\"font-weight: 300;\">. Below, you\u2019ll find a couple more B2B content marketing statistics. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">The stats don\u2019t lie, it\u2019s crucial to create a well-defined content marketing strategy for your organization to obtain your company\u2019s goals: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\"><span style=\"font-weight: 300;\">96% of the most successful B2B content marketers agree that their audience views their organization as a credible and trusted resource. (<\/span><a href=\"https:\/\/www.slideshare.net\/mprofs\/2019-b2-bcontentresearchfinalmarketingprofs\"><span style=\"font-weight: 300;\">Source<\/span><\/a><span style=\"font-weight: 300;\">) <\/span><\/li>\n<li style=\"font-weight: 300;\"><span style=\"font-weight: 300;\">70% of B2B content marketers say their organization\u2019s content marketing is much\/somewhat more successful compared to one year ago. (<\/span><a href=\"https:\/\/www.slideshare.net\/mprofs\/2019-b2-bcontentresearchfinalmarketingprofs\"><span style=\"font-weight: 300;\">Source<\/span><\/a><span style=\"font-weight: 300;\">)<\/span><\/li>\n<li style=\"font-weight: 300;\"><span style=\"font-weight: 300;\">B2B marketers report sales lead quality as their #1 most important metric for measuring content marketing success; even more important than sales and conversions. (<\/span><a href=\"https:\/\/contentmarketinginstitute.com\/2015\/09\/b2b-content-marketing-research\/\"><span style=\"font-weight: 300;\">Source<\/span><\/a><span style=\"font-weight: 300;\">)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">Content marketing, when done correctly, works. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">I want to emphasize on the \u201cwhen done correctly\u201d aspect because content marketing is all about understanding the buyer\u2019s journey. The problem that we see today is that a large percentage of marketers don\u2019t know how to implement B2B content marketing effectively. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Most waste time creating content that never gains enough exposure or lead-generating traction. By understanding the buyer\u2019s journey, you\u2019ll have a higher chance of crafting content that will make an impact on your goals. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">It\u2019s time to brighten your C-Suite\u2019s day when they review your end-results. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What Is the Buyer\u2019s Journey?<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">It can be difficult to determine the best type of content to create for each of the buyer\u2019s journey stages, and what those stages consist of. The <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/seo-content-checklist\/\"><span style=\"font-weight: 300;\">buyer\u2019s journey<\/span><\/a><span style=\"font-weight: 300;\"> is an action of steps a prospect or lead goes through before deciding to purchase a new product or service. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Technically, the buyer\u2019s journey stages expand beyond the purchase and into the post-purchase and even the repurchase. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">We\u2019re going to focus on the steps leading up to the purchase and which type of content you will need to create to fill in those gaps. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Buyer\u2019s Journey Stages<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">There are a few variations of what the buyer\u2019s journey stages look like, but we want to facilitate the process and dive into the main 3 stages: <\/span><\/p>\n<ol>\n<li style=\"font-weight: 300;\"><b>Awareness Stage<\/b><span style=\"font-weight: 300;\"> (<\/span><i><span style=\"font-weight: 300;\">Information qualified leads<\/span><\/i><span style=\"font-weight: 300;\">)<\/span><\/li>\n<li style=\"font-weight: 300;\"><b>Consideration Stage<\/b><span style=\"font-weight: 300;\"> (<\/span><i><span style=\"font-weight: 300;\">Marketing qualified leads<\/span><\/i><span style=\"font-weight: 300;\">)<\/span><\/li>\n<li style=\"font-weight: 300;\"><b>Decision Stage<\/b><span style=\"font-weight: 300;\"> (<\/span><i><span style=\"font-weight: 300;\">Sales qualified leads<\/span><\/i><span style=\"font-weight: 300;\">) <\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 300;\">Below, you\u2019ll find the right type of content for each of the following stages and tactics to increase your content marketing strategy: <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Welcome to the Awareness Stage<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">The awareness stage is when your prospect is just becoming aware that they have an issue or may need assistance. At this stage, your prospect doesn\u2019t know how to meet or solve their problem. They are in the information\/gathering state and not ready to make a decision as to what they\u2019ll purchase and from whom. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Go-to content pieces for this stage? See below:<\/span><\/p>\n<h3>Bold Blog Posts<\/h3>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-15418\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah3-1024x507.png\" alt=\"Example of blog topics to enhance content marketing strategy.\" width=\"1024\" height=\"507\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah3-1024x507.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah3-300x149.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah3-768x380.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah3-1536x760.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah3.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><a href=\"https:\/\/directiveconsulting.com\/ca\/blog-traffic-analysis-mqls\/\"><span style=\"font-weight: 300;\">Blogging<\/span><\/a><span style=\"font-weight: 300;\"> is one of the beneficial B2B marketing tactics there is.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">It\u2019s accessible and simple enough to find with just a couple of clicks through Google\u2019s search. According to <\/span><a href=\"https:\/\/contentmarketinginstitute.com\/2017\/09\/research-habits-content-marketers\/\"><span style=\"font-weight: 300;\">CMI<\/span><\/a><span style=\"font-weight: 300;\">, blogging is the 3rd most common content marketing activity, surpassed only by email and social media.<\/span><\/p>\n<figure id=\"attachment_15420\" aria-describedby=\"caption-attachment-15420\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-15420\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah4-1024x589.png\" alt=\"Screenshot image of a graph showing how blogging is effective as a tactic for B2B content marketing strategy.\" width=\"800\" height=\"460\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah4-1024x589.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah4-300x173.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah4-768x442.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah4-1536x884.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah4.png 1600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption id=\"caption-attachment-15420\" class=\"wp-caption-text\">Source: https:\/\/contentmarketinginstitute.com\/2017\/09\/research-habits-content-marketers\/<\/figcaption><\/figure>\n<p><span style=\"font-weight: 300;\">B2B companies who blog can increase credibility, awareness, search engine ranking, and leads all while linking your marketing efforts back to your business goals. Blogs provide a whole spectrum of benefits giving B2B marketers a higher chance to attract, engage, convert, and thrill your leads. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">The best way to find the perfect topic to blog about in this stage is make a list.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Make a list of all the questions your buyers might be having before purchasing your product or service. We\u2019re not referring to questions about your particular product or service, but questions that will help them see that your product might just be the problem-solver they\u2019ve been looking for. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">We call these type of blog topics informational. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Let&#8217;s say you own a warehouse inventory company, and you were creating an informational blog post. You wouldn&#8217;t want to start a post mentioning how your inventory management system can help their warehouse needs. Instead, you&#8217;d want to create a blog post on why warehouse inventory is so beneficial today. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">See the difference?<\/span><\/p>\n<p><span style=\"font-weight: 300;\">You&#8217;re gently mentioning how your service can help aid their need by avoiding aggressively promoting your service.<\/span><\/p>\n<h3><b>Infographic Creation<\/b><\/h3>\n<p><span style=\"font-weight: 300;\">By nature, humans are visual creatures. Therefore, we shouldn\u2019t be surprised that our brains process information presented to us in a visual format far better than text. See a strong example below:\u00a0<\/span><\/p>\n<figure id=\"attachment_15421\" aria-describedby=\"caption-attachment-15421\" style=\"width: 305px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15421 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah5.png\" alt=\"Infographics are a strong asset to enhance content marketing strategy.\" width=\"305\" height=\"512\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah5.png 305w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah5-179x300.png 179w\" sizes=\"(max-width: 305px) 100vw, 305px\" \/><figcaption id=\"caption-attachment-15421\" class=\"wp-caption-text\">Source: https:\/\/go.sentinelone.com\/rs\/327-MNM-087\/images\/S1_life_of_petya.pdf<\/figcaption><\/figure>\n<p><span style=\"font-weight: 300;\">According to <\/span><a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33393\/The-Marketer-s-Ultimate-Guide-to-Link-Bait.aspx#sm.0001h5vdmybjoedew9c2oonp879wc\"><span style=\"font-weight: 300;\">Hubspot<\/span><\/a><span style=\"font-weight: 300;\">, &#8220;blog articles that included infographics generated an average of <\/span><b>178%<\/b><span style=\"font-weight: 300;\"> more inbound links and <\/span><b>72%<\/b><span style=\"font-weight: 300;\"> more views than all other posts.&#8221; Not only that, \u00a0<\/span><a href=\"https:\/\/www.ioninteractive.com\/resources\/infographic-tools\/75-stats-infographic\"><span style=\"font-weight: 300;\">infographics are liked and shared on social media 3x more than any other type of content<\/span><\/a><span style=\"font-weight: 300;\">. This is because infographics paints a picture for your audience at a faster rate than text.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">With <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/services\/content\/\"><span style=\"font-weight: 300;\">infographics<\/span><\/a><span style=\"font-weight: 300;\">, you\u2019ll be able to tell your potential customer a story without words getting in the way.<\/span><\/p>\n<h3>Solid Social Media Posts<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15422\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah6.png\" alt=\"Social media is crucial part of social media strategy. \" width=\"512\" height=\"381\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah6.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah6-300x223.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><span style=\"font-weight: 300;\">Social media marketing might seem like it only holds a place for B2C marketers, but that\u2019s a significant misconception. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">When done right, successful <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/25-stats-prove-need-b2b-social-media-management-company\/\"><span style=\"font-weight: 300;\">B2B social media marketing<\/span><\/a><span style=\"font-weight: 300;\"> initiatives supply tremendous benefits to your business. By increasing your B2B company\u2019s exposure online, you\u2019ll help further establish your brand\u2019s awareness and build trust with your customers. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Social media platforms enable you to create a dialogue with current and potential customers. How you respond, interact and share on social media sends a clear message about the type of business you actually are.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Just remember these 4 practical steps:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 300;\"><b>Be real<\/b><span style=\"font-weight: 300;\"> &#8211; <\/span><span style=\"font-weight: 300;\">Being authentic matters and builds trust with a B2B audience.<\/span><\/li>\n<li style=\"font-weight: 300;\"><b>Be helpful<\/b><span style=\"font-weight: 300;\"> &#8211; <\/span><span style=\"font-weight: 300;\">Keep in mind that you\u2019re there to solve your audience\u2019s problems and pain points, NOT your own. <\/span><\/li>\n<li style=\"font-weight: 300;\"><b>Share others\u2019 content<\/b><span style=\"font-weight: 300;\"> &#8211; <\/span><span style=\"font-weight: 300;\">Sharing content from your influencers is a great way to provide high-quality resource to your audience. Help your fellow influencers and don\u2019t forget to let them know you shared their stuff!\u00a0<\/span><\/li>\n<li style=\"font-weight: 300;\"><b>Show appreciation<\/b><span style=\"font-weight: 300;\"> &#8211; <\/span><span style=\"font-weight: 300;\">When other influencers share your content, make sure to send a \u201cthank you\u201d their way, and when possible, reciprocate the favor.<\/span><\/li>\n<\/ol>\n<h2><span style=\"font-weight: 400;\">Next Up, the Consideration Stage<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">By the time your potential customers have reached the consideration stage, they have a better understanding of their need or problem. At this point, you\u2019ve captured their attention; however, they are still trying to identify the solution they\u2019re looking for. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">This is where the consideration stage comes into play. This is the stage where your potential customer puts all their options out on the table so they make the best decision possible. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Here, our prospects are not exactly ready to buy and still need help deciding what will resolve their issue. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Yes, prospects on the consideration stage might be more qualified than those in the awareness stage, but they are still doing extensive research on whether or not your product or service is a fit for them.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Go-to content pieces for this stage? See below:<\/span><\/p>\n<h3>Audience-focused White Papers<\/h3>\n<figure id=\"attachment_15423\" aria-describedby=\"caption-attachment-15423\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15423\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah7-1024x581.png\" alt=\"Example of good white paper, which will enhance content marketing strategy. \" width=\"800\" height=\"454\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah7-1024x581.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah7-300x170.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah7-768x436.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah7.png 1095w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption id=\"caption-attachment-15423\" class=\"wp-caption-text\">Source: https:\/\/www.cisco.com\/c\/dam\/global\/en_au\/solutions\/enterprise-networks\/dna\/cisco_edge_whitepaper.pdf<\/figcaption><\/figure>\n<p><span style=\"font-weight: 300;\"><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/white-paper\/\">White papers<\/a> offer several benefits for your content marketing needs, and it\u2019s a powerful marketing tool. As a matter of fact, the Content Marketing Institute found more than <\/span><a href=\"https:\/\/izea.com\/2017\/11\/06\/content-marketing-success\/\"><span style=\"font-weight: 300;\">60 percent of B2B respondents see white papers as their most successful content<\/span><\/a><span style=\"font-weight: 300;\">. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">White papers can vary in length, but a successful piece convinces your potential customers that your product and service will fulfill their primary need. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">You\u2019ll need to address their pain points with a well-researched solution to their problem and lure them to invest with you over your competitors. <\/span><\/p>\n<h3>Educating eBooks<\/h3>\n<figure id=\"attachment_15424\" aria-describedby=\"caption-attachment-15424\" style=\"width: 512px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15424 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah8.png\" alt=\"Examples of Ebook topics to enhance your content marketing strategy. \" width=\"512\" height=\"258\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah8.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah8-300x151.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption id=\"caption-attachment-15424\" class=\"wp-caption-text\">Source: https:\/\/www.cherwell.com\/library\/?type=ebooks<\/figcaption><\/figure>\n<p><span style=\"font-weight: 300;\">In a content marketing plan, <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/services\/content\/\"><span style=\"font-weight: 300;\">eBooks<\/span><\/a><span style=\"font-weight: 300;\"> are best utilized by businesses that need to convey complex information in a way that is accessible. eBooks are meant to be more informative, and that\u2019s what sets them apart from other content marketing tactics. They help you generate leads while building your brand due to their \u201chefty\u201d amount of content. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">eBooks are usually referred to as \u201cfat\u201d content because they can be broken up into smaller pieces and used throughout multi-channel campaigns. The flexibility that comes with this type of marketing tool is what makes it so popular.<\/span><\/p>\n<p>Below, see a strong eBook example to enhance content marketing strategy:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15425\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah9.png\" alt=\"Strong eBook example to enhance content marketing strategy. \" width=\"800\" height=\"607\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah9.png 1012w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah9-300x228.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah9-768x583.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15426\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah10.png\" alt=\"eBook example that can enhance content marketing strategy. \" width=\"512\" height=\"390\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah10.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah10-300x229.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><span style=\"font-weight: 300;\">They\u2019re the perfect next step after your potential customers read the awareness stage blog posts because you\u2019ll have the opportunity to link to a <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/landing-page\/\">landing page<\/a>, within your blog post, and mention your resource. This will help guide your potential customers one step closer to convert.<\/span><\/p>\n<h3>Worthwhile Webinars<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15427\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah11-1024x522.png\" alt=\"Example of webinar topics to enhance content marketing strategy. \" width=\"1024\" height=\"522\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah11-1024x522.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah11-300x153.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah11-768x391.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah11-1536x782.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah11.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 300;\">Webinars are an excellent tool to position your B2B company as an industry thought leader. Through webinars you can provide compelling, innovative, and authoritative content that addresses B2B buyer\u2019s challenges. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Not only will you be able to showcase that you\u2019re a thought leader, but you\u2019ll also help yourself elevate your company above the crowd (aka, your competitors). <\/span><\/p>\n<p><span style=\"font-weight: 300;\">According to <\/span><a href=\"https:\/\/business.brighttalk.com\/academy\/best-practices\/2017-brighttalk-webinar-benchmarks-report\/\"><span style=\"font-weight: 300;\">BrightTALK<\/span><\/a><span style=\"font-weight: 300;\">, the best day of the week to promote a webinar is on Wednesday since there is less competition from other marketers.<\/span><\/p>\n<figure id=\"attachment_15428\" aria-describedby=\"caption-attachment-15428\" style=\"width: 458px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-15428\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah12.png\" alt=\"Chart showing best times to promote a webinar to enhance content marketing strategy. \" width=\"458\" height=\"512\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah12.png 458w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah12-268x300.png 268w\" sizes=\"(max-width: 458px) 100vw, 458px\" \/><figcaption id=\"caption-attachment-15428\" class=\"wp-caption-text\">Source: BrightTALK https:\/\/imgur.com\/JQQkJeS<\/figcaption><\/figure>\n<h2><span style=\"font-weight: 400;\">Last But Not Least, the Decision Stage <\/span><\/h2>\n<p><span style=\"font-weight: 300;\">Great news! <\/span><\/p>\n<p><span style=\"font-weight: 300;\">When people enter the decision stage, they are ready to spend their money. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">At this point in the journey, they have determined their options in the consideration stage, and they have addressed their pain points, but are still deciding on a specific service\/product to choose. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">This is where you come in.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">You can finally share why your product or service is the obvious choice for them to succeed. In most cases, prospects at the bottom of your funnel just need that final nudge. The right proposal and content at this stage can have a dramatic impact on boosting your conversions.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Go-to content pieces for this stage? See below:<\/span><\/p>\n<h3>Create Quality Case Studies<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15429\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah13-1024x522.png\" alt=\"Case studies can impact content marketing strategy. \" width=\"1024\" height=\"522\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah13-1024x522.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah13-300x153.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah13-768x391.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah13-1536x782.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah13.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 300;\">Essentially, case studies are <\/span><a href=\"https:\/\/awc.ashford.edu\/tocw-guidelines-for-writing-a-case-study.html\"><span style=\"font-weight: 300;\">analyses of a given situation to demonstrate an effect<\/span><\/a><span style=\"font-weight: 300;\">. This means showcasing a client before, during, and after you provided services for them. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Here\u2019s an example of how <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/\"><span style=\"font-weight: 300;\">Directive<\/span><\/a><span style=\"font-weight: 300;\"> showcased one of our success stories in the form of a case study: <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15430\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah14-1024x620.png\" alt=\"Strong case study that can enhance B2B content marketing strategy. \" width=\"1024\" height=\"620\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah14-1024x620.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah14-300x182.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah14-768x465.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah14-1536x930.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah14.png 1588w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15431\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah15-1024x645.png\" alt=\"Example of case study to enhance B2B content marketing strategy. \" width=\"1024\" height=\"645\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah15-1024x645.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah15-300x189.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah15-768x484.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah15-1536x968.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah15.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 300;\">On the case study, you&#8217;ll naturally include the descriptions of the problem your user is facing, so you&#8217;ll be able to add phrases and target keywords that your users will be searching throughout search engines. It\u2019s a win-win situation!<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Once you\u2019re ready to write a case study, make sure to do your research and showcase your brand\u2019s voice to keep it authentic.<\/span><\/p>\n<h3>Video, Video, Video<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15432\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah16.png\" alt=\"Video is a crucial asset to have to enhance content marketing strategy.\" width=\"512\" height=\"265\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah16.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2018\/12\/Hadassah16-300x155.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><span style=\"font-weight: 300;\">Are you confused why I\u2019m mentioning video here? <\/span><\/p>\n<p><span style=\"font-weight: 300;\">As marketers, we are aware that video is becoming one of the most popular ways people consume content. This doesn\u2019t mean people are phasing out written content, but they are consuming content at a faster pace. This is where video is king.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">The great benefit of using video as a content marketing tool is that it\u2019s in an easy-to-consume format. You\u2019re able to deliver tons of information in a shorter amount of time than it takes to read a written blog content. <\/span><a href=\"https:\/\/business.linkedin.com\/en-uk\/marketing-solutions\/blog\/posts\/B2B-video\/2018\/welcome-to-the-era-of-b2b-video\"><span style=\"font-weight: 300;\">62% of B2B marketers rate video as the most effective<\/span><\/a><span style=\"font-weight: 300;\"> format for content marketing. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">According to <\/span><a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics-2018\/\"><span style=\"font-weight: 300;\">Wyzowl\u2019s report<\/span><\/a><span style=\"font-weight: 300;\">, here are the 4 reasons why video is taking off in almost all industries: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\"><b>95% <\/b><span style=\"font-weight: 300;\">of people have watched an explainer video to learn more about a product or service.\u00a0<\/span><\/li>\n<li style=\"font-weight: 300;\"><b>81% <\/b><span style=\"font-weight: 300;\">of people have been convinced to buy a product or service by watching a brand\u2019s video.\u00a0<\/span><\/li>\n<li style=\"font-weight: 300;\"><span style=\"font-weight: 300;\">Where both video and text are available on the same page, <\/span><b>72% <\/b><span style=\"font-weight: 300;\">of people would rather use video to learn about a product or service.\u00a0<\/span><\/li>\n<li style=\"font-weight: 300;\"><b>78%<\/b><span style=\"font-weight: 300;\"> of marketers say video gives them a good ROI.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">As an SEO specialist, I would recommend looking into <\/span><a href=\"https:\/\/wistia.com\/\"><span style=\"font-weight: 300;\">Wistia<\/span><\/a><span style=\"font-weight: 300;\"> for your video needs. Wistia is preferable because it helps to drive traffic to your website, improve conversions, or increase engagement across the sites you control. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Overall, videos have a great way to showcase your brand\u2019s creativity. It also allows you to put a face to your name, which only helps to build trust with your target audience.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What Now?<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">You are now aware of the stages and content that are needed to fill in the gaps throughout the B2B buyer\u2019s journey.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Hooray!<\/span><\/p>\n<p><span style=\"font-weight: 300;\">What\u2019s next? Get out there and test, evaluate, and make adjustments as needed. Building a strong B2B content marketing strategy is a process that requires continuous optimization. Stay on top of it and hustle; you\u2019ll be able to reach your marketing goals. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Keep in mind, if you need some extra help getting there, <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/about\/\"><span style=\"font-weight: 300;\">Directive\u2019s team of marketing specialists<\/span><\/a><span style=\"font-weight: 300;\"> have proven to give their clients the best possible content for each of their own buyer\u2019s journey stages. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Not to toot our own horn, but our <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/case-studies\/\"><span style=\"font-weight: 300;\">case studies<\/span><\/a><span style=\"font-weight: 300;\"> speak for themselves. So, what are you waiting for? <\/span><\/p>\n<p><span style=\"font-weight: 300;\">The numbers don\u2019t lie. \ud83d\ude09 <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In today\u2019s digital era, having a strong content marketing strategy is essential, particularly in the B2B space.\u00a0 Effective B2B content<\/p>\n","protected":false},"author":31,"featured_media":15419,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[28,29],"tags":[74,85,127,165],"class_list":["post-15415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-content-marketing","tag-b2b","tag-content","tag-marketing","tag-search"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>8 Types of Content to Fill Gaps in the B2B Buyer\u2019s Journey<\/title>\n<meta name=\"description\" content=\"In today&#039;s digital era, it&#039;s crucial to have a powerful content marketing strategy. Do you know the B2B Buyer&#039;s Journey stages? Keep reading to find out!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/directiveconsulting.com\/ca\/blog\/8-type-of-content-to-fill-gaps-in-b2b-buyers-journey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"8 Types of Content to Fill Gaps in the B2B Buyer\u2019s Journey\" \/>\n<meta property=\"og:description\" content=\"In today&#039;s digital era, it&#039;s crucial to have a powerful content marketing strategy. Do you know the B2B Buyer&#039;s Journey stages? 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