In order to navigate through times of upheaval and unpredictable events, businesses must adopt an agile strategy across the board—but particularly in the area of marketing communications. Indeed, creating compelling content that engages B2B audiences at all stages of the sales funnel requires a strategic approach backed by metrics, continuous testing and modifications, according to a column in AdExchanger from Capgemini’s VP of Customer Experience and Marketing Services, Bibhakar Pandey.
To develop a cohesive messaging strategy that leads to conversions, brands should track factors such as who is consuming the content and which channels perform best. To begin with, brands can determine which types of content are engaged with most frequently in order to determine the degree of investment that should be made into those particular formats. That might mean, for instance, using different types of video content depending on where the buyer is along their journey.
Pandey also recommends determining which channels are most popular by examining where the most active users are coming from. Finally, brands should measure performance through looking at channel engagement and actions, steps leading to conversions and lead generation. For more insights and examples of crafting a full-funnel content approach, read more in AdExchanger.
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- Special Report: Creating a Consistent Brand Experience During COVID-19
- Chief Marketer’s 2020 COVID-19 Marketing Outlook Report
- How B2B Marketers Are Embracing Digital During the Pandemic