If everyone is more or less accustomed to working with the media, then opinion leaders are a relatively new channel for content marketing. Here, pay attention to two issues: choosing a blogger and preparing materials for him. When choosing, consider not only the popularity of the channel, but also its image. It is better to prepare materials in as much detail as possible and discuss in advance/in detail/in detail what and how the presenter will talk about you, how free his interpretation will be. Remember that opinion leaders are mostly not professional journalists, and communication with them is no less important than preparing the content.
Also pay attention to such channels:
Online and offline seminars, conferences, round tables, business breakfasts.
Free, conditionally free and paid training programs for professionals in your field.
Now you have an idea of what materials are needed for content marketing, what channels to distribute them through. Let's "collect" this knowledge into a practical tool that takes into account the specifics of the B2B sales funnel.
b2b marketing channels
Content Marketing in B2B: Implementation impacts of overseas chinese consumers in uk into Account the Sales Funnel
Let's remember what a sales funnel is: what are its features in B2B.
A sales funnel figuratively represents a sequence of decisions that move a future client towards your goal - a purchase/contract. A sales funnel can be very schematically depicted as follows: Awareness, Interest, Decision, Action.
Moving from one level of the funnel to another, your potential client needs different information.
Above, we talked about the fact that the content of materials for content marketing should be valuable/useful/relevant. Now we will add one more important criterion: the content should be relevant to the recipient. It is relevance that will become the main driving force when "moving" from one level of the funnel to another. Content will be relevant if you take into account two factors: