Content marketing is a fixture of B2B marketing strategy. Why? Content marketing generates approximately 3 times as many leads as traditional marketing. Beyond lead generation power, content marketing directly communicates with your target audience to explain how your product or service can address their unique pain points. When it comes to a B2B product or service launch, these benefits are valuable as educating potential buyers can promote awareness and begin to cultivate leads. To boost the impact of your B2B product launch, consider incorporating these content marketing tips into your product launch strategy.
Craft Informative Blogs for Your Audience
When you think of content, blogs are probably something that comes first to mind. Blogging is one of the easiest ways to share important and relevant information. Writing blogs leads to 55% more website visitors and generates 67% more leads compared to companies that do not write blogs. In roughly 500-1,500 words, you can generate thought leadership points by offering substantial “free” content. Not only do blog posts grow rapport with your readers before launch, but they are also ideal for demonstrating a firm understanding of your target’s pain points. Blogs that resonate with your audience and support your product as a viable solution are invaluable assets to your content marketing arsenal.
Aside from informing potential buyers, blogs can also be leveraged to boost the strength of your online presence. Having guest posts on other websites helps broaden your reach, driving more exposure and website traffic before your launch, while linking to other internal assets can improve your SEO performance, as well as drive downloads or form submissions if the content is gated.
Create Engaging Experiences on Your Website
So, you now have important, informational blogs on your website, but that is not the only thing that needs to happen on your website for your B2B product launch. Having an easy-to-navigate website is critical as you start funneling in potential leads. The messaging on your website needs to be considerate of your buyer personas. What unique pain points are they challenged with? How does your product address their needs? After you’ve answered questions like these, you can create a website that immediately gets to the heart of what they’re looking for.
After ensuring a positive website experience for users, you can now focus on turning your site into a lead-generation engine for your new product or service. Here are some ways you can use content on your website to generate leads for your new product launch:
- Build out a press page so that more tactical, factual information can be found easily
- Insert pop-ups where appropriate to promote your new product
- Create infographics that highlight key product features and benefits
- Add inline forms to landing pages so visitors can sign up for your email newsletter to receive exclusive product information
Increase Awareness Through Social Media
With social media taking the world by storm, it is a no-brainer to use social media to promote a new product launch. There are around 4.9 billion social media users across the globe, making it an ideal place to instantly connect with a large audience. To make the most of your social media presence, take the time to investigate which platforms your target buyers are engaging on. This step informs a targeted social media strategy rather than an unorganized, irrelevant stream of posts that won’t form a connection with the audience. Here are some key tips from our detailed article, “A Complete Guide to Successful Social Media Marketing for a B2B Product Launch”:
- Align social media activities with the product launch timeline
- Prepare a social media calendar with information like post date, post content, link and platform
- Generate awareness through different tactics such as creating a product launch countdown, creating a hashtag, previews of the product and responding to audience comments and questions
Close Deals with Effective Sales Collateral
A solid content marketing strategy can demand a lot of time and resources and can feel overwhelming before launching a new product or service. However, a key function of much of the content you create is its ability to be repurposed for sales collateral. As your sales team begins to engage with prospects, take note of common pain points. This can inform your messaging and also allow you to make tweaks as needed throughout your product launch strategy. You can incorporate these pain points into content including infographics and eBooks that go into more detail about how to resolve issues, most typically with your product. Additionally, consider revisiting case studies or other content pieces that highlight your customers. Not only can you include these assets in your content mix, but sales members can immediately share them with prospects struggling with the same problem and gives them a firsthand account of what they can experience through using your company’s product.