Content strategy based on multiple audiences

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As we have already mentioned in previous sections, the B2B purchasing cycle usually involves several types of people who may have different concerns and varying degrees of knowledge about the product or service that the company offers. Therefore, a B2B company must develop a content strategy based on covering all the information needs that are presented to the different archetypes that make up its target audience at the different stages of the purchasing process. Thanks to everything developed above, it will be possible to direct all this content to the keywords they use to find all this information.

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The classic customer journey usually has the following stages, but depending commercial real estate email list on the company's sector it could be slightly different:

Awareness
Consideration
Buys
Retention
Recommendation
Each stage of the customer journey must be linked to content and media in order to be present in all of them. For example, imagine that the B2B company in the previous examples sells a specific type of cement. In order to promote the product, it might be interesting to investigate which platforms are used by buyers from public entities to find out about the products on the market. Another example could be the case of a company that has developed new software for SEO companies. Perhaps this company would be interested in contacting certain SEO influencers, since they are usually the means by which SEO professionals discover new tools. As you can see, everything depends on the market in which the company is located.


Therefore, what needs to be clear about this point at the SEO level is that every company must be clear about the keywords that its target audience uses in order to then decide what type of content and in what medium it will have to carry out its actions, all taking into account the location of these words in the conversion funnel.

In addition to what has been mentioned above, it is also necessary to take into account that at the communication level it is necessary to adapt the content to each specific query and to the level of knowledge of the buyer persona who makes it.

In the following point you can see some examples of content with which some companies apply everything explained above.

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Users search in a different way depending on their status: for example, in the first phases they look for reasons to buy your product and you have to be in those media to solve their doubts and make them see that you are their solution.

Informative content for audiences familiar with the product
This type of content is aimed at an audience that is already familiar with the product the company offers and understands its features. Generally, this type of communication is aimed at providing information about the features of a product in question or highlighting a new functionality.

An example of this type of communication can be seen in DropBox, a company that offers online storage for both professionals and businesses.

In the image above we can see a news item in which the North American company announced that it already has servers in Europe for companies that do not want to store their data in the United States. For many companies and government entities this detail is very important, so thanks to this decision and its subsequent communication we are sure that they were able to observe an increase in their sales in the European market.

This type of content doesn't explain what Dropbox is or why online storage can help increase productivity and other questions one might have when first discovering the product, it simply targets an audience that is aware of all of this.