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EMEA Marketer’s Content Toolbox: How to Drive Growth Through Content (Part 2)

Vaula hantziantonakis

This is the second part of a blog series on how marketers can best build and optimize content for EMEA. You can read Part 1 here.

EMEA Content Marketing StrategiesThe truth is – people research B2B tech products and there are better content types for every stage of their journey. The journey is not always linear, but what IT pros need to know throughout the process and their digital research priorities is crucial in building a content plan. In this Part 2, we explore the research behind content and travel alignment and how researchers need to meet their digital priorities as they navigate the purchase.

Digital research priorities

Content can be powerful but it needs to be created for the right audience, delivered on the most interesting topics and in the right places to really succeed.

Your content lives not only in your own channels, but in the extended world. You have an ecosystem of partner channels, paid media channels, organic search channels, and so on. So you need to understand buyer behavior across these channels because it drives a lot of decisions you have to make as a seller.

Buyer research is becoming self-sufficient

Key findings from TechTarget’s 2021 media consumption survey show that the journey of B2B tech purchases has evolved over the past few years to become more self-sufficient and digitally driven, but accelerated by the epidemic.

83% of the research process is now done completely independently, with no need to communicate with vendors. And 62% can develop their buying criteria and their The vendor shortlist is based solely on the digital content they find online.

EMEA Content Marketing Strategies

This means that your own channels, your website and your microsites, as well as your media partners, your messaging, and your brand are lifting enough to create a positive user and customer experience.

That’s where IT buyers do research

But Where Are your buyers going to find content that will help them with their technology purchases?

The good news is that Vendor websites are an important site For content throughout the buying cycle from start to finish. It means you have control over most of the customer experience. So make sure your website is designed with a clear flow of customers and easy use of the most valuable information for your future.

EMEA Content Marketing Strategies

The The second most used resource for researching marketers is independent publishers Such as Computerworld, ZDNet and TechTarget. 98% of European buyers say they prefer independent locations, especially in the early and middle stages of research. This reliance has increased over the last two years. But it makes sense for early stage research because publishers offer unbiased, vendor-agnostic, educational content that helps buyers navigate their research needs.

Surprisingly, Google is still playing a big role in how buyers are looking for content. This means you need to make sure your SEO is like a vendor so you can easily find it on Google. But you want to work with media partners who have a robust Google presence because they will naturally bring you the right expectations for the market.

What content is most useful at each purchase stage?

Now that you know where the buyers are looking and what locations they prefer at each stage of the buying cycle, what would you like to know Kind of The content resonates well with each step.

EMEA Content Marketing Strategies

There is only one thing on the list for value at every stage of a buyer’s journey – Independent articles written by industry experts.

Independent articles can address a multitude of pain points around the technology area, including reviewing and comparing vendors and products through the lens of third-party experts who are not prejudiced.

White papers, webinars, and videos rank as the preferred content types in the early and mid-stage of all research. In the latter stages, practical downloads, interviews with vendor executives, and analyst reports will rise.

Interviews with sales executives Getting a final say on a purchase is a powerful tool for senior decision makers to close a sale. Once the others on the team create a shortlist, marketers need to convince senior decision makers how to solve their business woes. Can you include interviews in your content marketing?

What content should you create?

71% of IT buyers still lean towards reading text-based and PDF content, so you still want to have white papers, e-books, analyst reports, etc. in your content marketing strategy.

Notably, translation of content – text-based and video – into local languages ​​is also important, not because buyers need to read content in their own language, but because it signals that sellers have a strong local presence in their country and can offer it. Local support. This is especially important for France, the DACH region and Spain.

EMEA Content Marketing Strategies

Webinars and (The Wrong) Digital Fatigue

Webinars and digital events are popular B2B content formats. But many vendors have questioned whether they should continue to hook them up as they talk more about digital fatigue.

However, only 30% of European buyers say they are tired of attending online webinars and virtual events. In fact, BrightTalk has seen a 29% increase in live attendance over the past 12 months, and more than 80% of IT professionals attend at least one virtual event per month in 2020. Therefore, multimedia content is an effective content type and strategy to layer your content marketing.

Make sure your multimedia content focuses on the things that resonate with your market. Objective data can be very useful for identifying these market trends and what topics are driving your buyers to get involved.

EMEA Content Marketing Strategies

How to optimize your marketing and data

To conclude, here are some action points you might want to consider:

First, evaluate your current user experience. Be objective and practical about it.

What are the touch points, how many and where are they on your buyer’s journey today? Where are the gaps and where do people fall? And how does your organization talk about content and return on investment?

Your organization needs to have the right measurement framework to track content ROI so they know it’s an investment that yields results in a pipe.

Second, your user experience is not helpful unless you provide this experience to the right audience. So evaluate the digital channels you are partnering with and partnering with.

Are you using the right media partners to attract the right audience to tap into and influence you? Do you have access to objective data to help identify market trends and what your audience cares about? Knowing this will guide and inform the content you create and help provide a better user experience for your future and better results for your organization.

If you would like to discuss marketing challenges and strategies, you can contact MOI Global.

If you want to learn more about objective data and how purpose forums can improve your audience and marketing alignment, Get in touch with TechTarget.

This blog provides unique perspectives and expertise based on our direct experiences in the EMEA market and is designed as a resource for marketers who target or work directly within this market.

B2B Content Structure, B2B Content Preferences, Content Marketing, EMEA Content Marketing

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