The Role of Content Marketing in the B2B Buyer Journey

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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 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 make sure every piece of content we deliver is optimized and search engine-friendly. 

How does content marketing fit into our PESO model?

The content that your brand creates—blogs, whitepapers, ebooks, podcasts, infographics, and more—is the “O” in PESO: owned media. 

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.

For example, at Zen we use our digital PR moxie to get your leadership’s voices into major industry publications like Forbes, Inc., and others. We can develop influencer marketing campaigns and social media marketing campaigns around your content and craft ads that send people to your most valuable, high-converting content.

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

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