Mapping B2B Content To Each Stage - BrightTALK

Mapping B2BContent toEach Stageof theSales Funnel

Google found that buyersengage with an averageof 10.4 pieces ofinformation beforemaking a purchasedecision.It’s crucial that B2B marketersprovide a range of interesting,compelling content.The library of marketing contentmust be rich and diverse so that itspeaks to each member of the buyingcommittee at every stage of thepurchasing decision. 2

Content Types for Each Stage of the Buyer JourneyThe assets on the right are a recommendation of content types that you can use as a guide. Some you mayalready have and others you may need to create as you start developing your editorial calendar.AWARENESSDISTRACTIONRECOGNIZE NEEDSEARCH FOR SOLUTIONSSEEK VENDOR SOLUTIONSCONSIDERATIONEVALUATE SOLUTIONSJUSTIFY SOLUTIONSCOST ANALYSISDECISIONDECISIONEVALUATE DECISIONProspect MindsetTOFU (Top of the funnel) Explainer Videos Infographics Guides Social Brochures Blog Articles Top 10 Lists Comparison Guides Surveys Quiz Newsletter (Public) Report Press Releases Events Webinars/Podcasts A ssessment ToolMOFU (Middle of the funnel) Videos I nteractive Demos Case Studies Relevant Stories A nalysis Reports Feature Guides Social Media Support Product Sheets Comparison Guides Reference Checklists Cost/WizardBOFU (Bottom of the funnel) E asy-to-Navigate Process Pricing Payment Options Clear CTA to Purchase Community Social Channels Onboarding Retention CRMContent Types 3

In this guide, you’ll learn the key componentsto mastering content creation for each stageof the B2B sales funnel. Understanding yourcustomers’ content needs in each stage willhelp maximize the impact and ROI of yourcontent marketing programs.You can think of the journey as traveling througha funnel and define content for each of the threestages: Top of the Funnel (TOFU), Middle of theFunnel (MOFU), and Bottom of the Funnel (BOFU).TOFU — AWARENESSB2B marketing teams invest significant resourcesand bandwidth to produce compelling content fortheir prospects and customers. However, manystruggle when it comes to knowing what theiraudience actually wants and when they want it.MOFU — CONSIDERATIONTo better serve your audience and realizehigher prospect-to-sales conversions, youneed to create a rich, diverse content library.Your editorial strategy should be based on youraudience’s content preferences and cater to theirneeds throughout their purchasing journey.BOFU —DECISION 4

BRAND AND BUZZAs you nurture prospects in the funnel,you need to connect them withcontent that corresponds to wherethey are in the buyer’s journey.Early in the research process, yourprospects will seek out content to immersethemselves on the broad industry landscape.When they know exactly what type of solutionthey’re looking for, they’ll require specific productinformation and competitor comparisons to helpmake their decision.In this guide, we’ll show you how to leveragedifferent content types. When you align yourcontent with the three stages of the funnel you willmove more leads into your pipeline and maximizeyour conversion success rates. Let’s look at thegoals and types of content for each stage of thefunnel, starting with TOFU/Awareness.GENERATES BRAND AWARENESSTOFUATTRACTS LEADSMOFUNURTURES LEADSDEEPENS PRODUCTAWARENESSBOFUCONVERTSLEADS TOCUSTOMERS 5

AWARENESSTOFUTOFUAwarenessDesigned to appeal to prospects at the very beginning of the purchasejourney, also known as the top of the funnel.Popular Content DuringAwareness Stage83%What’s the objective?This content is meant to attract new prospects and encourage them toengage with your company.SOCIAL MEDIAWho’s in this stage?81%Buyers in this stage are generally educating themselves on the marketlandscape through thought leadership pieces.BLOG POSTSWhat are common types of content inthis stage?81%White papers, blogs, thought leadership webinars, infographics, social mediaINFOGRAPHICSSource: Regalix 6

TOFUAwarenessAt the top of the funnel, providing vendor-neutral content is key to attracting and engaging new audiences.Here are some examples of content you can create to achieve those goals.BlogsA classic content marketingformat, posting blogs regularlyhelps you build SEO andshowcase your brand as athought leader in your space.eBooksLong-form content like eBooksand white papers providea downloadable asset youraudience can consume at theirconvenience.9WebinarsWebinars are one of the bestways to understand yourprospective buyers and what’simportant and challenging in theirday-to-day lives.Ways to Build Higher WebinarAttendance with Email 7

CONSIDERATIONMOFUMOFUConsiderationAs your prospects move down the funnel, you should begin to highlight yourvalue proposition within your content.Popular Content DuringConsideration Stage78%What’s the objective?Continue the education process by guiding your audience toward youroffering as the solution to challenges they’re trying to solve.WHITE PAPERSWho’s in this stage?75%Buyers who have recognized their need for a new solution and are beginningto more thoroughly examine their options.WEBSITESWhat are common types of content inthis stage?72%Demo videos, case studies, feature-focused webinars, white papers.WEBINARSSource: Regalix 8

MOFUConsiderationMoving along to the middle of the funnel, your prospects are ready to evaluate your products andsolutions – but aren’t quite ready to make a purchase decision. Here are some examples of content youcan create to help them learn more.Testimonial VideosProduct OverviewsFeature WebinarsVideo is an incredibly engagingcontent format – while you’ve gotyour audience’s attention, share astory of a successful customer.As buyers go through theirpurchase journey, they need tounderstand the ins and outs ofyour products.Team up with a partner orcustomer to show your prospectsexactly how your solutions canhelp them find success. 9

DECISIONBOFUDecisionThis is the final stage of the funnel, where your prospect decides whether ornot to make a purchase.BOFUPopular Content DuringDecision Stage56%What’s the objective?Showcase your specific products and services and how they distinguishthemselves from competitors to convert your prospect into a customer.WEBSITEWho’s in this stage?47%A select group of qualified prospects to whom you must prove that youroffering is the best solution for their needs.CASE STUDIESWhat are common types of content in thisstage?39%Comparison guides, pricing pages, reference checklists, case studies,research reportsRESEARCH REPORTSSource: Regalix 10

BOFUDecisionAs your prospects compare your company against other vendors, you need to separate yourself from yourcompetitors. Here are some examples of content you can use to help seal the deal.Product SheetsGive prospects a deep diveinto your products so they canevaluate if your solution is rightfor them.Product WebinarsUse webinars at this stageto make a hard sell – seriousbuyers will tune into a demo-typewebinar to get a more completepicture of your product.Case StudiesAs more stakeholders becomeinvolved in the buying process,your prospects can downloadone-page case studies todistribute amongst their team. 11

Design a content library with multiple typesof assets and plan for your library to growover time and be continually discoveredby new audiences and revisited by existingprospects. It’s key to maintain a goodbalance of early, mid-, and late-stage contentto appeal to prospects wherever they are inthe funnel.Here are two final notes to keep in mind as youmap out your content calendar.First, in order to be effective at all stages of thefunnel, marketers need to produce content ina mix of formats, to appeal to buyers’ varyingpreferences of content consumption.While one person might prefer to attend awebinar, another might be more inclined todownload a white paper. Even one individual’scontent preferences can change dependingon where they are in their journey or even howtheir day is going, so it’s advisable to make yourmessage available through various mediums. 12

Second, it’s important to note that the use ofthese tactics should not be limited to just onestage of the funnel. Rather, they can each beimplemented throughout all stages.Content types in the B2B funnel are fluid andflexible. Many types are effective at one ormore stages of the funnel.Taking webinars as an example, you could runa thought leadership webinar at the top of thefunnel, and then produce a product-orientedwebinar to help close a deal at the bottom ofthe funnel.Blogs are another good example. You can write athought leadership blog about a specific industrychallenge that sets the stage for prospects at thetop of the funnel. Another blog could describe thebenefits of the new features in a product update,followed with a description of how a customeris experiencing better business outcomes fromusing your solution or services. 13

Creating compelling content is a science and an art. As you define your editorialstrategy, remember that the most effective content is relevant to your audience.Your content topics need to resonate, and your timing needs to align with where yourprospects are in their purchasing journey. Your goal should be to have content thatsupports them every step of the way.Contact us to request a demo or learn more about creating rich contentat business.brighttalk.com.BrightTALK delivers innovative demand generation solutions and a webinar content platform.If you’d like to learn more about how BrightTALK can help you build ROI and pipeline from yourwebinar and content strategy, click here. 14

of the B2B sales funnel. Understanding your customers’ content needs in each stage will help maximize the impact and ROI of your content marketing programs. B2B marketing teams invest significant resources and bandwidth to produce compelling content for their prospects and customers. However, many struggle when it comes to knowing what their