One of the primary objectives of a B2B content marketing program is to attract the attention and interest of potential customers. There are a lot of factors to be considered—after all, certain content may be more effective with prospects at different points in the sales process.
In this episode of the Look Left @ Marketing podcast, the fifth in our content marketing series, Bryan Scanlon and Matt Raven provide insight and suggestions for B2B companies looking to properly produce content that supports lead generation.
00:51 - A look at the classic marketing funnel
01:30 - The role of search and science in identifying customer interest
03:46 - Understanding the B2B audience
05:49 - How to plan for search when your emerging tech isn’t well known yet
07:59 - Appealing to “top of the funnel” prospects
09:41 - Companies that don’t fit in well-defined categories need to explore a variety of places
12:32 - Consideration and evaluation in the middle of the funnel, where comparison-based content works well
15:07 - The value of product reviews has changed in recent years
