Content marketing has become a fixture of B2B marketing strategy for leading companies, and for good reason- per dollar spent, 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 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 early can promote awareness and begin to cultivate top-funnel leads that you can nurture. To maximize the impact and ROI of your launch content marketing strategy, taking a deliberate approach to the development and distribution of your content and resources is key. A piecemeal, rushed content strategy won’t necessarily add any benefit to your product launch—rather, it may just burden your team.
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.
Drive awareness with social media
2019 is expected to have approximately 2.77 billion social media users across the globe. For many, this makes social media an ideal first stop to connect with a large audience instantaneously. In order 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 a flurry of impersonal posts with little chance of catching your buyer’s eye.
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 friendly conversations with potential buyers, 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. Also, 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.
Create engaging website content and experiences
Designing an informative and easy-to-navigate website is critical as you start funneling in potential leads. A smooth website experience can also differentiate you in the B2B tech space. As TrustRadius discovered from their recent survey, 74% of B2B buyers find it difficult to sift through jargon and “fluff” to unearth product capabilities, much less detect which of their problems it solves.
To combat this frustration on your own site, design messaging with 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 craft 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. Take steps such as featuring 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. 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.
Inform your audience with blogs
Once you’ve built a substantial online presence, an important consideration is 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, 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.
Close deals with effective sales collateral
Even with an impressive return on investment, a solid content marketing strategy can demand a lot of time and resources and feel especially overwhelming prior to launching a new product or service. However, a key function of much of the content you create early on is its ability to be repurposed for sales collateral immediately or down the road.
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 repertoire, but sales members can immediately share them with prospects struggling with the same problem.
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