Growing Your Pipeline in 2024: 12 Content Strategies That Work

The Content Marketing Institute reports that 76% of B2B marketers find content marketing helpful for generating leads, and 58% say it boosts sales. But how does content marketing actually impact the sales pipeline?

When B2B buyers look for solutions, they search online, visit company websites, check social media, read emails, watch videos, and review case studies. They seek information to evaluate their options before contacting a business directly.?

Online content is essential for attracting and engaging your buyers, nurturing leads, and converting them into paying customers.

Therefore, consistently publishing high-quality content - such as blog posts, videos, social media posts, and newsletters - is crucial for increasing your sales pipeline.

How to Use Content Marketing to Grow Your Business: 12 Tips for B2B Companies

Content marketing offers many benefits for B2B companies. It increases visibility on search engines, builds brand authority, and establishes trust with your ideal buyers. Here are 12 tips to make sure your content marketing strategy supports your pipeline goals.

1. Define Your Target Audience

Every piece of content should be tailored to your ideal buyers. Start by understanding your target audience. Detailed buyer personas, negative buyer personas, and ideal customer profiles help create content that resonates, qualifies prospects, and closes deals quickly.

2. Create a Go-To Content Library

Your buyers look for solutions by researching online. Build a library of valuable content resources your marketing and sales teams can share with prospects to help move them through the sales pipeline. Include evergreen content and timely topical content to stay relevant and top of mind.

3. Stay Organized & Consistent with a Content Calendar

Consistency is key to successful content marketing and pipeline growth. Use a content calendar to stay organized. This helps your team stay on track, keeps content fresh and relevant, and maintains your business website's visibility on search engines.

4. Optimize Your Website for Conversions

Ensure your website is primed to convert visitors into paying customers. Keep your message clear, create a mobile-friendly site, use strong visuals, maintain simple navigation, offer lead magnets, and use SEO best practices to increase visibility and make it easier for prospects to find you.

5. Use a Strong Call-to-Action (CTA)

CTAs guide your audience through the buyer’s journey. Use clear, concise language, create attractive visuals, highlight positives, and maintain a sense of urgency. CTAs help segment your audience and track the performance of your content.

6. Offer Different Ways for Prospects to Contact You

Make your contact information easy to find and provide multiple contact options, such as phone, email, and live chat. Promptly respond to inquiries to ensure your efforts in creating and distributing content pay off.

7. Make It Easy for Prospects to Learn About Your Products or Services

Create comprehensive product or service pages, publish FAQs, offer information in multiple formats, use clear language, and build an effective search function on your website. Simplifying this process encourages buyers to learn more about your offerings.

8. Map Content to Every Stage of the Buyer’s Journey

Provide the right content at each stage of the buyer’s journey. Use blog posts and videos for awareness, whitepapers, and webinars for consideration, and customer testimonials and product comparisons for decision-making. Aligning content with the buyer’s journey ensures it resonates throughout the process.

9. Collaborate with Industry Leaders & Influencers

Work with industry influencers to create engaging content that builds trust and authority with your audience. Collaborations can include podcast interviews, videos, guest writing, and curated recommendations.

10. Produce Different Types of Content

Reach various segments of your target audience by creating different types of content. Use text, video, and audio formats to cater to different preferences and learning styles.

11. Repurpose Existing Content Assets

Maximize your content’s ROI by repurposing it into different formats. Transform larger pieces into multiple assets, combine smaller pieces into major assets, or share published content in new formats to reach new audiences.

12. Back Up Content with Current Data

Build trust by backing up your content with accurate data and statistics. Well-researched, authoritative content establishes you as an industry leader and encourages buyers to engage with your content and consider your products or services.

These tips will help you create a content marketing strategy that supports your sales pipeline and drives business growth.???

Got more questions? Drop them in the comments ??

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