This presentation highlights different types of content formats for digital. Different styles of format requirements for different purposes. Like you need to write different types of blogs when it comes to the awareness phase, compare to other phases in the path to purchase.

1. Moses Gomes, Digital Marketing Consultant

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Which Content Do Buyers Prefer?

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BEFORE WE MOVE TO CONTENT
MARKETING.
LET’S UNDERSTAND THE
SALES CYCLE
AND DEFINE PAIN POINTS

6. WHY understand
SALES CYCLE?

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As we must
“Map Content Throughout the Buyer’s Journey”

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9. • Buyers download an average of seven informational assets during the purchase
process. (Source: IDG Enterprise)
• The higher the price of the solution being considered, the more assets buyers
consume on the path to purchase. (Source: 2015 TechTarget Media
Consumption Report)
• CEB (Corporate Executive Board) study of more than 1,400 B2B customers
found that those customers completed, on average, nearly 60% of a typical
purchasing decision – researching solutions, ranking options, setting
requirements, benchmarking pricing, and so on – before even having a
conversation with a supplier.
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Buyers now control the Research Process

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Customer sends enquiry
for quote
ATE sales responds with
generic questions to check
the requirement
Customer responds to the
generic questions
ATE sales sends technical
feasibility proposal.
Customer responds to
those questions and also
shares AutoCAD design of
the facility
ATE sends list of 20
questions to understand
the problem and request
for design map of facility
Client approves it and
requests for formal quote
ATE sends the quote Negotiations and approval
Overview of Salescycle

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BUT..

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This is what usually
happens…

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Customer sends
enquiry for quote
Company responds
with generic
questions to check
the requirement
No response from
client for 10 to 15
days
Frantic calls to
client from sales
team
Client gives verbal
response, as
unable to
understand the
questionaire
Company
salesperson tries to
explain the product
But due to not
enough customer
testimonials, ends
up in meeting
Client gives
feedback to
company
salesperson
Company sales
sends technical
feasibility proposal.
Client responds to
those questions
and also shares
AutoCAD design of
the facility
Client approves it
and requests for
formal quote
Company
salesperson sends
the quote
Negotiations and
approval And can become more complicated

14. Customer
sends enquiry
for quote
ATE sales responds with
generic questions to check
the requirement
Customer responds to the
generic questions
ATE sales sends technical
feasibility proposal.
Customer responds to those
questions and also shares
AutoCAD design of the
facility
ATE sends list of 20
questions to understand the
problem and request for
design map of facility
Client approves it and
requests for formal quote
ATE sends the quote
Negotiations and approval
Most often the customer has already done 70% research about the company and it’s products, wh

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Our
Approach to

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Engage with target audience
Lead Generation
Brand / Product awareness
Generating database of prospective leads
Define the end result / expectations

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Types of
content
Video
Product
demo
Troubleshoot
Customer
Testimonials
Corporate AV
Case study
Textual
Whitepapers
Customer
Testimonials
EBooks
Research
reports
Maintenance
manuals
Blogs
Newsletter
Images
Product pics
Customer
pics
Graphic
Infographic

18. • Need to plan content calendar like a dinner menu. It needs to include all the food
groups like…
• A healthy serving of meaty posts (research and analysis)
• A side of vegetables (thought leadership articles)
• A serving of whole grains (how-to and influencer posts)
• A condiment or two to spice things up (bold statements)
• A sweet dessert (light-hearted, viral-worthy content)
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Types of content mix

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BIG
ROCK
CONTENT
A healthy serving of meaty posts
(research and analysis)
A condiment or two to spice things up
(bold statements)
A sweet dessert (light-hearted, viral-
worthy content)
A side of vegetables (thought
leadership articles)
A serving of whole grains (how-to and
influencer posts)
Content Consumption Funnel

20. Awareness
Social Media
Blog Posts
Infographics
Video
Consideration
White Papers
Website
Web-based
Events
Purchase
Website
Case Studies
Research
Reports
Video
Loyalty
Newsletter
Social Media
Email
Mobile
Web-based
Events
Advocacy
Social Media
Blog Posts
Videos
Content for Different Stages of Buying Cycle

21. 1. Start with end results?
Content is not merely for consumption. It is for action. Your content should have an
intent — the goal of moving the user to action.
2. Who are we talking to?
Buyer Personas - What you need to do is clearly understand the ideal end user their
interests, their locations, their habits, and their behaviors that touch upon using your
product.
3. What is my audience searching for?
Your goal as a content marketer is to understand that intent and to have your
content appear in the search results for the specific queries, depending on that
intent.
How to Create This Content?

22. 4. Where is my audience?
Identify the online spaces which your audience frequently visit.
5. What is the best format for my content?
The answer to this question goes back to your audience’s needs, gathering places, and
desires.
6. How frequently should I reach them?
The need is to create a content marketing calendar. This will also give you an idea of
how content pieces need to be created and in what format.
How to Create This Content?

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The top five types of content that Indians share on social networks include themes such
as
• Inspiration/Quotes
• Humour/Memes
• Personal
• Updates
• Trending News
What Indians consume and share

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Here are three examples of how top brands are sharing content on LinkedIn
* From Linkedin ebook on B2B content marketing

25. A Big Rock Pebbles
Content creation tip

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This is a substantial content asset (think 15, 20, 30 or more pages). We need to move
from thinking like a publisher to actually publishing like one by putting out a “book” on
your topic.
• Reverse engineer the Big Rock by pulling from your blog.
• Identify five or more blog posts that follow a theme, put them in a sequence, write an
intro, conclusion, 1 or 2 case study, add some influencer interviews and quotes,
design the cover and done
Big Rock is perfect for chunking into smaller derivative content assets.
Create BIG – ROCK Content
* From Linkedin ebook on B2B content marketing

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• A picture being worth a thousand words continues to hold true in the digital world.
• Even in a business context, articles containing images get 94% more views.
• Posts with videos attract three times more inbound links and posts with images are
liked twice as often as text-only updates.
• Use infographics and colourful charts to call out important statistics
Importance of visual element for B2B

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