“The best content doesn’t win - the best promoted content wins.”

You know by now that you need content, but a lot of companies make the mistake of thinking that content marketing stops when you hit the publish button. 

That couldn’t be further from the truth. 

Content Chemistry by Andy Crestodina

As brands, we need to be thinking of content promotion and PR tactics before even sitting down to write. After all, just because you built it doesn’t mean they’ll come. 

Today, I’m sharing exactly how you can create a high-impact B2B content marketing strategy, highlighting the key takeaways from my recent interview with Andy Crestodina, Co-Founder of Orbit Media and author of Content Chemistry.

Mapping out your content marketing funnel

Creative content agencies need to know that the modern content marketing funnel may not be a linear one, but the buyer journey still has the same stages. 

And they apply to both B2C and B2B content marketing consultants as well as every industry, product, and transaction people make. 

Think about it; anything you have ever done - making a donation, accepting a job, joining a webinar - has required that you become aware of what you need, think about your options, and take action.

Now, consider these marketing funnel stages as they relate to content: 

The content marketing funnel stages

Moving through the content marketing funnel stages could be compared to the process of cleaning up a messy garage.

Stage 1: Problem aware >> Seeking general information

You become problem aware when you realize the mess in your garage has gotten out of hand. You’re not sure if you can organize everything yourself, with the tools you have. And you’re not even sure which tools might be right for the job.

You begin Googling phrases like, “how to organize a garage.” 

   Content idea: This is where, as a company, finding problem-based key phrases for content will help you show up on Google. 

Stage 2: Solution aware >> Content marketing funnel

The customer now has questions (or concerns) about the industry and/or are beginning to look for information about the company.

Once you’ve started researching and reading a few things online, you know of a few options you have for cleaning up that garage. 

You’re now solution aware. 

You’re in the content marketing funnel. 

Content idea: You may have promoted content on social media, other sites, or your own site that helps inform customers about solutions and begins to generate interest about your brand.

Stage 3: Consideration >> Cost Lengthens Sales Cycle

The customer now knows about you and their solutions, and have specific questions (or concerns) about the product or service.

The amount of time you are at the solution aware/consideration stages of the marketing funnel depends on how expensive the solution might be and how quickly you need to clean up your garage. 

source: https://www.forentrepreneurs.com/sales-complexity/

But you may still have research to do.

You think that some sort of shelving can help out. Now you need the details. Will I need special tools? Do I need to have a pro install it? Is this a short DIY project or will it take a week?