How to Do B2B Content Marketing in China
- On August 25, 2022
- b2b content marketing, china content marketing
The three goals of B2B content marketing are in line with the funnel law: let target users discover you, let users trust you, and finally directly generate consulting conversions.
From a value perspective, the closer you are to consulting, the greater the value. Therefore, the content marketing of B2B should be divided into rhythms according to the idea of the anti-funnel.
1, Consider the conversion
How the online user becomes the last user is that in the process of his final comparison, you reflect your advantages. For 2B users, the final comparison is reflected in the search results of search engines online. Different from the effect of 2C’s promotion on conversion, 2B’s decision-making is complicated, price is only one of the influencing factors, and professionalism, cases, etc. often play a greater role in the transaction. Therefore, when users search for brand information on search engines, the search results are very critical. In addition to the display of the official website, the content of other platforms is equally important, such as video websites, Baijiahao, news interviews, Zhihu Q&A, etc.
2. Build trust
After the brand’s content is established, the next step is to confront those users who have not yet reached the final decision. This is also the problem of the 2B decision-making process we mentioned earlier, which has a long cycle. This process is also very important, as data shows that 60% of decisions are made at this stage. If this stage is done well, the conversion will be logical. If this stage is not done well, it will be very easy to cause user loss and waste of advertising fees.
The core of this step is mainly two points, the first point is the content, to provide the highest quality content, to create a professional image of the industry. The second is to deeply cultivate a platform, generally recommend WeChat public account + video account. And this step is strongly recommended for the brand to operate by itself.
3. Expand your influence
In fact, at this step, content marketing is only a part of integrated marketing, and the budget for advertising should be higher. Because the delivery of advertisements is relatively controllable, and the dissemination of content is relatively uncontrollable. The key to this step is a multi-platform strategy to spread high-quality content as widely as possible. Therefore, the first and third steps can be operated by looking for a third-party service team.
Therefore, the key to B2B content marketing is to build content marketing in a three-step strategy according to the brand’s budget. At the same time, finding suitable suppliers to help with content dissemination and search engine optimization is also an important marketing factor for the success of B2B content marketing.