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In order for the content strategy not to remain just a document, but to become a step towards achieving your business goals, it is important to understand: based on the results of the development of each stage, you must receive a specific final product. Content strategy for complex B2B products: how to create to sell The diagram above reflects the basic stages of content strategies that we develop for our clients and help them implement. For example, competitor analytics will allow you not only to adopt best practices, but also to build on them in the most useful way, and without a content plan, working with materials will turn out to be chaotic, which will directly affect the achievement of your goals and will reduce the return on using content marketing as a tool generally. We advise you to move from one stage to another only after achieving and recording the result in a form convenient for you.

Useful material on the topic: Email List  and Ingate “Content marketing in B2B: how to sell complex products” However, we do not recommend spending time and resources on preparing and implementing a content strategy if : you have a local business within walking distance of potential clients: in this case, targeted advertising can be more effective; the product involves purchasing “here and now” under the influence of strong emotions; the company does not have established business processes, there is no sales department or specialists do not have to work with customer fears and objections, you do not communicate with customers; the quality of the product leaves much to be desired; a negative information field has already formed around it. In this case, it is worth focusing on SERM optimization and product improvement first; if the product is simple and there is nothing to tell about it other than basic information; you don't have the resources to implement a content strategy.


   

We are talking about both time and financial investments, because content is not a magic pill and does not give an immediate effect. How to prepare content that is interesting to the target audience Among all the stages of developing a content strategy, there is one that deserves special attention - the topic and its development. Next we will explain why. Temnik - a life hack for preparing content for any niche Before creating a content plan, it is important to decide what to tell your target audience about, in order to properly promote the product, work out all the fears and objections of potential clients, and motivate them to buy. In order not to pull topics out of thin air every time, use a temnik - a list of interesting ideas for creating a variety of content. There are many services for its preparation, but the principles of their operation are similar: First of all, you need to collect a list of competing companies.