The New 'Content Continuum': A Six-Stage Marketing 'Funnel'
Learn about the Content Continuum, a six-stage approach that updates the traditional marketing funnel. Discover how to apply it to your own marketing and content strategy.
B2B and B2C content should be seen differently as the audiences have different preferences. To engage the B2B audience, marketers should focus on selling a story that connects with the brand before the product. Guest contributors are a great way to distribute content, and diversifying the content format will attract different kinds of people. Tracking metrics is essential to determine what works best.
An infographic breaks down the differences between B2B and B2C companies, highlighting that B2B companies must focus on providing value through storytelling and connecting it to the brand. B2C companies, such as Starbucks, Geico, and Nike, have mastered the art of storytelling. To engage the B2B audience, marketers should share content through guest contributions, diversify content format, and track metrics.
Content should move readers through the sales funnel and provide value. It should be engaging, not just a sales pitch. Content should be distributed strategically, as guest posts will establish authority and brand recognition. To get the most out of content, diversify the format, track metrics, and repurpose content when needed.
Five Ways to Create Engaging Content That Converts for Your B2B Business
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Learn about the Content Continuum, a six-stage approach that updates the traditional marketing funnel. Discover how to apply it to your own marketing and content strategy.
Explore how to balance content volume with content relevance, enhancing buyer engagement by crafting content that resonates with your audience and drives conversions. Ask yourself these questions.
Explore how the 3Rs—Repackaging, Repurposing, Reoptimizing—can transform your B2B content marketing, enhancing your efforts' efficiency and impact despite resource constraints. Learn more.
Understand the role of video marketing in B2B healthcare. Gain insights into how strategic video use can support brand and trust development. Read more.
Discover how to use employee-generated content to build brand reputation, drive social engagement, foster team community, and much more. Read now.
What are the key characteristics of highly effective B2B thought leadership content? To find out, Edelman and LinkedIn conducted a survey in December 2023 among 3,484 management-level professionals globally.