No single piece of content will take your prospects through the entire buyer's journey, from knowing nothing about your brand to eventually buying and recommending your business.

If you’re a content marketer in the business-to-business space who’s put a lot of effort into your content strategy but still can't see the results you’re looking for …

In the next 8 minutes or so, I’ll tell you how you can easily break down the buyer's journey into smaller milestones to deliver escalating value with your content at every touchpoint.

But before we get into that, let’s first look at ...

Four common mistakes that may sabotage your content.

Not knowing how a B2B target audience … the Decision-Making Unit … is structured. If you don’t understand the distribution of labor among members of the decision-making unit, the content you create will have poor engagement and low conversion rates.
Your content planning does not factor in the duration of the corporate Decision-Making Process, which often runs into weeks or months. As a result, you fail to provide sufficient content, so your buyers can’t properly evaluate your product at every stage as they decide between buying options.
A lack of familiarity with how the Buyer’s Search Intent evolves at different stages of the buying process. So the content you create is not strategic. And it doesn’t show up on Google as they search for their pain points.
Not using a Marketing Message Map to deliver consistent messages to your target audience across all distribution channels. Suggesting a lack of awareness that if your content is not on message, it lacks credibility.

How can you move from making these mistakes to creating effective B2B content?

Let’s start with a point of reference and then dive right into the subject matter of this video.

In 2018, PwC commissioned the “Experience is Everything” study to understand what matters to consumers.

Here’s what they found …

59% of the study respondents complained that companies had lost touch with the most meaningful aspects of the customer experience.

But what makes for a good customer experience?

April Henderson, Consulting Director at Forrester Research, said … “B2B buyers want empathy, not empty promises. Because they don’t turn off their consumer brains when making organizational purchases”.

Rather than expecting a single piece of content to do all the work for your campaign, think of your content as a body of work that your prospects will research and consume on an as-needed basis.

Here's why ...

A content continuum creates a companion they can engage with in a dialogue. It leaves them feeling like they are conversing with you at critical stages of the buyer’s journey. Subsequently, this becomes the catalyst that drives momentum and generates results across the buying process.

And so, a strategy that embraces empathy makes for a good customer experience. It opens the opportunity to set your content apart.

How can you leverage this to attract traffic, generate quality leads, and drive more sales?

You have to be familiar with two concepts …

The Decision-Making Unit and the Decision-Making Process.

Let me explain …

Since B2B products tend to be more complex, expensive, or both, organizational buying follows a more formal process than consumer buying.

This is why corporate buying is rarely the responsibility of one person. Rather, it is the responsibility of the Decision-Making Unit.

That is a team of 5 to 7 people with key buying roles in decision-making. They weigh vendor options through multiple reviewing steps and deliberate on critical decisions.

And because each member of the unit represents a different slice of your target audience, you need different buyer personas for each archetype to speak to their pain points effectively.

So without a strategy that integrates your content into their buying process, neither you nor your prospects will get the most out of your marketing.

I made it easy for you and documented all the tools you need to create an effective continuum of B2B content.

The Content Continuum Cheat Sheet

“The Content Continuum Cheat Sheet" is a done-for-you matrix that integrates different moving parts of a B2B content strategy. It is best suited for someone who is already comfortable with content creation but only needs a quick guide to switch up their strategy.

Let’s see what’s inside …

The Cheat Sheet outlines a library of content assets you can choose from to customize your strategy … targeting every touchpoint of the decision-making process.
It guides you to identify which members of the decision-making unit to target at each stage. And highlights your buyer's specific search intent, so you can match your content to their interests ... at the top of the funnel, middle of the funnel, bottom of the funnel, and revenue optimization stage.
According to Ellen Gomez … “One of the best ways to sabotage your marketing efforts is not tying your strategy to your business goals”. And so the cheat sheet shows you how to tie your business goals with the respective stages of the decision-making process.
And finally, it also outlines the indicators you can use to track the performance of your content. So now you can monitor what’s working in your campaign, what's not working, and why not.

TEACH, don’t PITCH

The book “TEACH, don’t PITCH” is a companion that meticulously explains the concepts outlined in the Cheat Sheet. It is suited to everyone who wants a deeper understanding of industry best practices for B2B Content.

Let’s see what’s inside …

The book starts with consumer psychology and buyer behavior. In this section, we explore the subconscious drivers of purchase decision-making and the allure of empathy in content marketing.
This paves the way to PART 1, which looks at the fundamentals of a B2B content strategy. This includes a business case for content marketing and goals that produce real results.
Next is PART 2, which covers 6 Pillars of an Empathy-Based Content Strategy. This includes your brand’s voice, tone of voice, message map, editorial calendar, content distribution channels, and performance metrics.
After that comes PART 3, which is all about the B2B target audience. We'll look at the decision-making unit, data-driven insights, and actionable buyer personas.
Finally, PART 4 explains how to create a strategic continuum of empathy-based content for a customer-centric approach. This groundbreaking outline links the decision-making process to the buyer’s search intent and equips you to tailor content to the top of the funnel, middle of the funnel, bottom of the funnel, and revenue optimization stage.

Listen …

Hiring a consultant to develop a strategy will cost you an average of $100 per hour. And depending on the size of your business, the industry it's in, and how extensive the strategy is, the market value of a project like this can range from $1,000 for a basic outline to $25,000 for a comprehensive strategy.

I am offering you the opportunity to get one or both books.

The cheat sheet goes for just $9.99, and the book for $15.99.

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