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Posted June 21, 2021
Posted June 21, 2021
Content marketing remains a must-have for B2B revenue in 2021. More than 65% of digital marketers actively invest in creating and sharing content to convert prospects into paying customers.
The pain point for marketers is that people don’t have time for unnecessary information. There’s too much content online already, which makes it difficult to get and hold the attention of any audience.
The best solution is to be uniquely relevant. Create content based on the intent of your prospects. What interests motivate their behavior? Use intent data to make personalized content as per the needs of your buyer. It will help your content and eventually your brand stand out.
A content piece usually performs well if it has:
Intent data helps raise the score of B2B content across all these parameters. When brands use intent intelligence to create content that’s relevant and to distribute campaigns more effectively, profitable relationships often follow.
What buyers search for gives an informed view of topics they’re interested in and the kind of content they want. Intent data contributes to better content if you optimize based on the insights. This is what Anteriad intent data does. Marketers can identify B2B organizations looking for specific solutions.
Based on the kind of content your website visitors and your target prospects consume, you get a clear understanding of their intent and how to bring them along to a solution. Connect their intent with their content choice, and it will give you an insight into what your prospects want to see next.
Take your prospect through their buyer journey one step at a time, using a sequence of content assets in sync with each respective stage. Every stage is important. Whether the prospect is in the awareness phase in search of a solution or in the decision-making stage making a purchase, it’s important to know the prospect’s likely next step. Insight into the prospect’s perspective helps you serve them better.
If you’re not personalizing, you’re not connecting. Customize content to what you know. At the awareness stage, prospects have the intent to seek more information, rather than immediate buying intent. Offer relevant how-to articles, research and blog posts to consume.
In the consideration stage, they compare vendors, and you want to be on the list. Tell your prospects why your offering is better, and why people like them consider it. Deliver it in the form of videos, product reviews, testimonials and infographics.
In the decision-making stage, the prospect is ready to become a buyer. Make the purchasing process easy. Content on landing and product pages should be detailed yet simple and easy to understand.
At each of these stages, infuse the messaging with what you’ve learned from intent intelligence.
With many B2B organizations increasing their content marketing spend, why not maximize its impact with intent intelligence? Creating content understanding intent signals helps in improving your digital marketing metrics to a great extent. You will see a decrease in bounce rate, and your marketing campaigns would give better results.
Join hundreds of your B2B marketing, sales and data peers at “Truth Matters: How Data Accelerates Revenue” on July 14. Spend time in sessions with Shark and marketing entrepreneur Daymond John, Forrester Principal Analyst Kerry Cunningham and other data-driven thought leaders. See the agenda and register your team today.