Thanks for attending Digital Growth Unleashed and Casie’s session on content and the buyer journey! At KoMarketing, we focus on helping B2B companies drive more leads, build brand visibility and improve marketing ROI.
Presentation: Finding Content Gaps: Moving Buyers Through the Funnel
Casie Gillette presented at Digital Growth Unleashed 2018, looking at how digital marketers can determine content strengths, evaluate where content is needed, and ensure we are giving our customers the information they need across the buyer journey. Tools mentioned in the presentation:
Interested in doing your own content gap analysis? We’ve put together a short checklist to take you through the process.
Related Resources for Digital Growth 2018
Digital Marketing Case Study
John Deere Machinefinder
While MachineFinder was generating considerable traffic, its primary source of content was within equipment listings. The broader market was not necessarily aware of MachineFinder’s connection to John Deere. Therefore, the answer to ongoing success was to focus on content and social media in an effort to tie MachineFinder to the broader John Deere brand and to capture a search presence for MachineFinder related to broader search terms around John Deere, agriculture, and various makes and models of equipment.
KoMarketing determined that a content and social media strategy was essential for communicating with MachineFinder customers and the industry as a whole. Steps taken to drive the initiatives included:
- Blog Posts: 12 – 20 pieces of blog content each month
- Industry News: 12 – 20 industry news articles each month
- Social Media: Facebook, Twitter & Youtube strategies
- More than 4 million total visits via organic search.
- 5,000 inbound links acquired
The 2015 B2B Web Usability Report
In our inaugural B2B Web Usability survey and report, we learned quite a bit about the B2B buyer and their preferences and behaviors when evaluating vendor websites. This year, we sought to get further clarification and greater depth in some of the key points and also determine if B2B vendors had improved in their website efforts.
In our second annual survey report by Huff Industrial Marketing and KoMarketing, you’ll learn the important and evolving role vendor websites play in the B2B buying process.
We continue to ask buyers how they evaluate vendor websites, what content is critical to the buying process, and how the various types of content marketing assets, including blogging and social media, impact the buyer journey; from discovery to vendor selection.
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