The Role of Content Marketing in the B2B Buyer Journey


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everything to know about content marketing and the b2b buyer journey

How do you think your potential customers are finding out about your company? 

Well, at least 72% are doing so via Google. 

That’s right: Today’s customers rely on content more than ever before. With 72 percent of buyers using Google during the “awareness” stage, brands need a strong content strategy if they’re going to attract new customers and differentiate themselves from the competition.

Content marketing is critical for B2B brands in order to: 

  • Increase visibility 
  • Improve search engine ranking
  • Attract new customers
  • Guide existing customers through the sales funnel or purchase journey
  • Tell your brand’s story

How does content marketing with Zen Media work? 

When you work with Zen, we’ll begin our B2B content marketing engagement by creating a detailed content map, matching content to each stage of the purchasing journey. 

We’ll also create content to match each of your buyer personas. By anticipating your buyers’ questions, understanding the information they’ll want and need, and knowing their pain points, our team can craft content that keeps buyers moving forward along the customer journey. 

And it’s not just the content team working for you when you sign on with us. Our content strategists work closely with our SEO team to ensure every piece of content we deliver is optimized and search engine-friendly. 

The Dark Social Model

The content that your brand creates—blogs, whitepapers, ebooks, podcasts, infographics, and more—affects the buyer’s journey even if you can’t visibly track the metrics. 

Your owned media works in conjunction with paid, earned, and shared media to increase your B2B brand’s share of voice and get it in front of as many people who need what you sell as possible.

Because of dark social, your content may not get the public engagement you want for your brand, but interactions are still occurring through various private communication channels, word of mouth, emails, DMs, text messages, and so on.

dark social model

The journey from trigger to the purchase decision-making is not a linear process because the way buyers shop and communicate has evolved. They are consuming content on social platforms and sharing that information through channels we can’t control. However, with our roots in social media, Zen knows how to strategically connect those private conversations to larger stories and digital campaigns that can be measured for your brand.  

From blog posts to long-form articles, webinars to podcasts, and whitepapers to ebooks, Zen Media can help you craft the ideal content strategy to meet your brand goals.



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