Content marketing has become a fixture of B2B marketing strategy and for good reason; content marketing generates approximately 3 times as many leads as traditional marketing. Beyond lead generation power, content marketing also allows you to communicate directly with your target buyer audience and explain how your product or service can address their unique pain points.
These benefits can prove especially valuable when it comes to launching a new product or service. Educating potential buyers can promote awareness and begin to cultivate leads that you can nurture. To maximize the impact and ROI of your launch content marketing strategy, take a deliberate approach to the development and distribution of your content and resources.
So, how do you do it right, reel in leads and grow your launch day audience? In this blog, we’ll cover specific content marketing and sharing tactics and assets that can boost the impact and reach of your launch.
Social Media: Increase Awareness
There are around 3.96 billion social media users across the globe. This makes social media 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.
Once you’ve determined the best mediums for your audience, find ways to distinguish your presence from competitors’. For instance, look for chat or hashtag threads to participate in. Not only is this tactic a great way to engage in conversations, but these threads can multiply your reach by connecting to a broader community of users. You can even host your own chat to amplify anticipation for launch day.
To solidify your social media strategy’s impact, make sure you’re integrating posts with other marketing materials. Include clickable links to access each of your social handles on your website and at the bottom of company emails. Promote blogs or press releases across platforms. Consider social media management tools that allow you to pre-load posts and share them across multiple channels with ease. Integrating your strategy presents a unified and consistent brand during the critical awareness stage of your content marketing efforts.
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Website: Create Engaging Content and Experiences
Designing an informative and easy-to-navigate website is critical as you start funneling in potential leads. As you craft messaging for your website content, keep your buyer personas in mind. What unique pain points are they grappling with? How does your product address their needs? After you’ve answered these questions, you can create an informative and direct 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 to generate leads for your new product:
- Feature highly relevant, gated content to assimilate an email list for launch day
- 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
An engaging website is not only a foundational component of your content marketing strategy, but it is key for proactively growing your launch day audience.
Blogs: Inform Your Audience
Once you’ve built a substantial online presence, it’s important to share informative and relevant content with your users through blogs. In roughly 500-1,500 words, you can generate goodwill and thought leadership points by offering substantial “free” content. Not only do blog posts grow rapport with your readers prior to launch, but they’re also ideal for demonstrating a firm understanding of your target’s pain points. Like your website messaging, 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 through link-building and guest posts. Linking to other internal assets can improve your SEO performance, as well as drive downloads or form submissions if the content is gated. Guest posts on third-party sites can establish name recognition for your company well before launch day and grow exposure and website traffic in the process.
Sales Collateral: Close Deals
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 prospective buyers, take note of common pain points they hear. With these commonalities in mind, you can tweak your website messaging to better reflect your buyers’ frustrations and needs. Additionally, consider revisiting existing blog posts to develop targeted pieces and use cases for particular issues your sales team comes across. 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.