The middle stage of the B2B buyer's funnel is a critical phase where potential customers have identified their challenges and are actively seeking solutions. To effectively engage and guide these prospects towards a purchase decision, tech marketers need to start thinking about deploying a strategic mix of content aimed at the now interested buyer.
In this Drag & Drop post, we will explore specific groupings of content types, we like to call them "content plays," that work best during the middle stage of the B2B buyer's funnel. We will delve into each play, discussing its contents, best uses, and reasons for recommending it. Additionally, we will highlight examples of best-in-class content we found by some great tech companies for each content play.
Before we get started, though, a bit of a caveat... Any time you launch a new content play, you should always build a content strategy first before you dig into tactics. Thinking about the actual type of asset before you have asked "why" you need the asset is a big mistake. We use a content curation process at the start of any content marketing play to ensure that the content asset type meets the strategic need. But we'll tackle that strategic process in another post. For now, let's assume the up-front work has happened and you're ready to start building out your play. Let's get to it!
Content Play 1: Thought Leadership Showcase
- Play Contents: Whitepapers, industry reports, trend analyses, research studies
- Best Use: Establishing expertise and credibility, providing valuable insights
- Why We Recommend It: Thought leadership content positions your company as an authoritative source, building trust with potential buyers. It showcases your understanding of industry trends and offers unique perspectives.
- Example: "The State of AI in Enterprise" by IBM
Content Play 2: Educational Webinars and Workshops
- Play Contents: Live or recorded webinars, online workshops, instructional videos
- Best Use: Providing in-depth knowledge, addressing pain points, and demonstrating product value
- Why We Recommend It: Webinars and workshops enable interactive learning experiences, allowing prospects to deepen their understanding of your solution. They foster engagement, generate qualified leads, and offer opportunities for direct interaction.
- Example: "Webflow University" by Webflow
Content Play 3: Case Studies and Success Stories
- Play Contents: Customer success stories, case studies, testimonials
- Best Use: Demonstrating real-world results and showcasing the value of your solution
- Why We Recommend It: Case studies provide tangible evidence of your product's effectiveness by highlighting specific challenges faced by customers and the positive outcomes they achieved. They build trust and confidence in potential buyers.
- Example: "The Whole Package" by IDEO
Content Play 4: Interactive Assessments and Quizzes
- Play Contents: Interactive assessments, quizzes, self-evaluation tools
- Best Use: Helping prospects assess their current situation, identify pain points, and receive personalized recommendations
- Why We Recommend It: Interactive assessments engage prospects by involving them directly in the evaluation process. They offer personalized insights and demonstrate your understanding of their specific needs.
- Example: "Test your Cybersecurity" by Company eSentire
Content Play 5: Comparison Guides and Product Comparisons
- Play Contents: Comparison guides, product comparison matrices, feature breakdowns
- Best Use: Assisting prospects in evaluating different solutions and making informed decisions
- Why We Recommend It: Comparison guides help potential buyers understand the unique value proposition of your product and differentiate it from competitors. They provide a comprehensive overview of features, benefits, and pricing.
- Example: "Cloud Buyer's Guide" by Solita
By leveraging these content plays during the middle stage of the B2B buyer's funnel, you can effectively engage potential customers, nurture leads, and guide them towards a purchase decision. One pro-tip: Remember to align your content strategy with the needs and preferences of your target audience.
These content plays offer a variety of formats and approaches, allowing you to provide valuable information, showcase expertise, and build trust. Give it a try and if you need help creating more targeted B2B plays, let us know!
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