How to Add Business Value Throughout the Buyer’s Journey

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How to create content that adds business value to your readers.A Guide to Need-to-Know Content

More and more content is produced every year and as marketing is becoming data-driven, a growing part of it is adapted to the target readers. They are flooded by so-called relevant content competing for their attention, time and energy.

Faced with this challenge, how do we engage potential B2B customers throughout their buying journeys and convert them into sales leads? There is a way: create content that adds the specific knowledge your potential buyers need in order to achieve their professional goals – while pushing their emotional buttons. To do this, you need to understand their challenges.

If you are trying to figure out what B2B content to produce, this is the guide for you. You will learn how to come up with content that adds business value for you and your customers in a simple, structured way. While there is an ocean of methods for exploring an audience, this one has been developed for a specific purpose and proven to produce valuable results in limited time. It consists of five steps:

  1. Identify your key business opportunities
  2. Formulate your wanted leadership position
  3. Define your audience
  4. Map the buyer's journey
  5. Turn needs and pain points into content ideas

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