Hi.
My name is Ceri Jones. I am the Founder of B2B TechMarketing Solutions
I’d like to talk to you about the importance of content strategy and messaging to engaging with today’s b2b buyer. Having a strategy for content means understanding what your target reader wants from your content and, in particular, what it is that you want your content to achieve.
In my latest blog, ‘B2B Content, messaging and personalisation’ I talk about how content strategy has to be driven by the wider go-to-market strategy and informed by a clear understanding of your target customer: their size and location, their buying journey, their industry and their persona needs and wants. Only then can you begin to understand the types of content with which they will engage.
Those content needs will be different based on their buying role and stage in the buyer’s journey, so it is really important that sales and marketing are consistent in how the company’s value proposition and products or services are described and articulated. The blog talks about how a messaging architecture can help with that.
The B2B buying process is complex and typically 3 months or more, which adds up to a lot of customer touch points that need to be successfully coordinated. A Content and Messaging Strategy is a good way to get the right message to the right person.
Read more in my blog, which you will find at this address. And as always, let me know what you think.