What is buyer enablement content?

Buyer enablement content is a type of B2B content marketing that focuses on helping buyers move through the sales funnel. Unlike other forms of content marketing, which often aim to simply generate leads or awareness, buyer enablement content is designed to help buyers make informed decisions and progress towards a purchase.

Why is buyer enablement content important?

In today’s B2B market, buyers are more informed and empowered than ever before. They have access to a vast amount of information and can easily compare different products and services. As a result, they are less likely to be swayed by traditional marketing tactics and more likely to make purchasing decisions based on their own research and experience.

This is where buyer enablement content comes in. By providing buyers with valuable and relevant information, businesses can help them make better decisions and move closer to a purchase. This can lead to higher conversion rates, shorter sales cycles, and improved customer satisfaction.

How does buyer enablement content differ from other forms of content marketing?

Unlike other forms of content marketing, which often focus on generating leads or building brand awareness, buyer enablement content is specifically designed to help buyers make informed decisions and progress through the sales funnel. This means that buyer enablement content must be tailored to the specific needs and interests of individual buyers, and must be delivered at the right time and in the right format.

In addition, buyer enablement content is often more collaborative and interactive than other forms of content marketing. It may involve working closely with sales teams, engaging with buyers through social media or webinars, and providing ongoing support and guidance throughout the buyer journey.

Overall, buyer enablement content is a strategic and highly effective way to drive qualified leads and improve customer satisfaction in the B2B market.

Mapping the buyer journey

The buyer journey is the process that buyers go through when considering a purchase. It typically includes several stages, such as awareness, consideration, and decision, and can vary in length and complexity depending on the product or service being offered.

To create effective buyer enablement content, it is important to understand the different stages of the buyer journey and the challenges and questions that buyers face at each stage. This can be done by conducting market research, talking to sales teams and customers, and analysing customer data and feedback. You might even consider engaging a customer insights agency to interview your customers and sales teams for you.

Once the buyer journey has been mapped out, businesses can create content assets that align with each stage and help buyers move from one stage to the next. For example, at the awareness stage, buyers may be looking for general information about a product or service, and businesses can provide educational articles, videos, or webinars to help them learn more. At the consideration stage, buyers may be comparing different options, and businesses can provide detailed product specifications, case studies, or testimonials to help them make a decision. And at the decision stage, buyers may be ready to purchase, and businesses can provide helpful resources, such as product demos or pricing guides, to help them complete the purchase.

By aligning their content with the buyer journey, businesses can provide buyers with the information and support they need to make informed decisions and progress towards a purchase. This can help shorten sales cycles, increase conversion rates, and improve customer satisfaction.

Buyer enablement content and Account-Based Marketing (ABM)

Account-based marketing (ABM) is a strategy that involves targeting specific accounts or customers with personalised marketing efforts. Unlike traditional marketing, which often focuses on reaching a broad audience with a single message, ABM aims to engage high-value accounts with tailored messages and offers.

Buyer enablement content can play a key role in an ABM strategy. By providing valuable and relevant information to high-value accounts, businesses can help them make better purchasing decisions and move closer to a purchase. This can include creating custom content assets that align with the specific needs and interests of each account and providing ongoing support and guidance throughout the buyer journey.

In addition, buyer enablement content can help businesses track and measure the effectiveness of their ABM efforts. By analysing the engagement and conversion rates of different content assets, businesses can identify which types of content are most effective and adjust their ABM strategy accordingly. Often a combination of LinkedIn Ads are combined with email marketing automation to help deliver a highly focused outbound campaign. Here at Eloquent one of our founders was actually one of the first employees of LinkedIn Australia, which is why many organisations seek us out for our LinkedIn Ads Agency services.

Overall, the combination of buyer enablement content and ABM can be a powerful way to drive qualified leads and improve customer satisfaction in the B2B market. By working together, these two strategies can help businesses engage and convert high-value accounts, and build long-term relationships with their customers.

Examples of buyer enablement content

There are many different types of content assets that can be used to enable buyers and help them move through the sales funnel. Some examples of buyer enablement content include:

• Sales collateral: Sales collateral is content that is used to support the sales process. It can include product sheets, brochures, and other materials that provide detailed information about a product or service.
• Capability statements: Capability statements are documents that outline a business’s capabilities and qualifications. They can be used to showcase a business’s expertise and experience, and can help buyers make an informed decision.
• Business case templates: Business case templates are pre-formatted documents that help buyers evaluate the costs and benefits of a product or service. They can be used to provide buyers with a structured way to compare different options and make an informed decision.
• Ebooks: Ebooks are long-form content assets that provide detailed information on a specific topic. They can be used to educate buyers on a product or service, and can be downloaded and shared with others.
• Webinars: Webinars are live or recorded online events that provide educational or informational content to viewers. They can be used to showcase a product or service, answer questions, and engage with buyers in real time.
• Videos: Videos are short, visual content assets that can be used to explain complex concepts or demonstrate a product or service. They can be shared on social media, websites, and other platforms, and can be an effective way to capture the attention of buyers. Consider partnering with a good video marketing agency to help produce high quality video content.
• Case studies: Case studies are detailed accounts of how a product or service has helped a specific customer solve a problem or achieve a goal. They can be used to showcase the benefits of a product or service, and can be an effective way to build trust and credibility with buyers.
• Downloadable assets: Downloadable assets are content assets that can be downloaded and saved by buyers. They can include documents, images, or other files that provide valuable information or resources to buyers.

Best practices for creating buyer enablement content

To create effective buyer enablement content, it is important to follow some key best practices. Some tips and tricks for creating successful buyer enablement content include:

• Understand your buyers: To create content that resonates with buyers, you need to understand their needs, interests, and challenges. This can be done through market research, customer interviews, and analysis of customer data.
• Align with the buyer journey: To help buyers progress through the sales funnel, your content needs to align with the different stages of the buyer journey. This means creating content that addresses the specific challenges and questions that buyers face at each stage.
• Provide value: To engage and convert buyers, your content needs to provide value. This can include offering useful information, solving problems, or providing resources that help buyers make better decisions.
• Be engaging: To capture the attention of buyers, your content needs to be engaging. This can be achieved through the use of visuals, storytelling, and interactive elements, such as quizzes or polls.
• Track and measure results: To improve the effectiveness of your buyer enablement content, you need to track and measure its performance. This can be done through the use of analytics and tracking tools, and by analyzing engagement and conversion rates.

By following these best practices, businesses can create buyer enablement content that is engaging, informative, and valuable to buyers. This can help drive qualified leads, shorten sales cycles, and improve customer satisfaction.

Conclusion

Buyer enablement content is a strategic and effective way to drive qualified leads and improve customer satisfaction in the B2B market. By taking the time to understand the buyer journey and creating content that aligns with each stage, businesses can provide buyers with the information and support they need to make informed decisions and progress towards a purchase.

In addition, the combination of buyer enablement content and account based marketing (ABM) can be a powerful way to engage and convert high-value accounts. By working together, these two strategies can help businesses build long-term relationships with their customers and drive business growth.

Eloquent is the right B2B content marketing agency to help your business grow

At Eloquent, we are a marketing agency with a team of experienced content strategists who are experts in creating effective buyer-enablement content. Our strategists have deep knowledge of the B2B market and can help businesses understand the buyer journey and create content that aligns with each stage.

In addition to our content strategists, we have a team of experienced writers who have deep industry experience and can create engaging and informative content that resonates with buyers. Our writers have a track record of creating successful content campaigns for businesses in a variety of industries and can help your business stand out in the crowded B2B market.

We also have a team of videographers and paid traffic experts who can help amplify your content and reach more buyers. Our videographers can create high-quality videos that engage and educate buyers, and our paid traffic experts can help target the right audience and drive traffic to your content.

Overall, choosing Eloquent as your content marketing partner can help your business create effective buyer enablement content that drives qualified leads and improves customer satisfaction. With our experienced team and deep knowledge of the B2B market, we can help your business succeed in the competitive world of content marketing.

Contact us to learn more about how we can help.