3 reasons to build a content ecosystem
Why you should start your content strategy now
👋 Hello Welcome
In this newsletter, I’m going to explain why a content ecosystem is a super power for your business. Here are the 3 main reasons discussed in this newsletter:
The new B2B Marketing playbook is content-first
One social media channel is not enough, you need a content ecosystem
A content ecosystem generates inbound demand AND easy outbound
👋 My course teaches you how to Build your Content Strategy to get Inbound Demand
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1. The new B2B Marketing playbook is ‘content-first’: it’s content that generates opportunities
→ B2B Buyers educate themselves with content & communities
→ Habits to trigger conversation on socials went from B2C to B2B
→ Paid ads work only if the creative and copy is extremely good
→ Email opens and replies collapsed since AI, but ABM still works
Content should be the backbone of your marketing strategy. It’s what your audience sees and how they perceive you. High-quality content that provides solutions makes you valuable, while poor-quality content that regurgitates basics makes you a distant noise.
High quality content that give them solutions? You are valuable.
Poor quality content that regurgitate basics? You are a distant noise.
Good content will also have a direct impact on the 3 other tactics (Social selling, paid ads, and ABM outbound). If your content is good, buyers will be all around you:
Leaders consuming your content
Accounts with buying signals (e.g. visit pricing page 3 times)
Potential buyers in your community
List of engagers on social media
2. Within this new context, social media posts are NOT enough
You need more than one social channel, you need a content ecosystem
Relying only on one social media channel is not enough. While social media, personal branding, and quality posts are essential, they only cover a part of the buyer's journey.
For many businesses, especially those dealing with high-value products and complex sales processes, a content ecosystem is necessary.
This means creating various types of content that address every stage of the buying journey, from initial awareness to final decision-making.
A content ecosystem includes multiple formats (examples):
Create case studies to convince decision makers
Build ASL platforms to connect with end users
Provide data rooms for the buying committee
Share technical guides to showcase features
Publish long form videos to cover objections
Buyers need more information and have specific checklists before making a purchase. They don't buy randomly, and providing detailed, targeted content helps them make informed decisions.
Social media is a crucial part of this ecosystem, but it must be complemented with other content forms to be truly effective.
3. Your content ecosystem will generate inbound qualified demand ready to work with you…
Your content ecosystem does more than just attract potential buyers to your brand; it also significantly ease your outbound efforts. By consistently producing high-quality content, you build authority and trust, making buyers more likely to reach out to you.
This inbound demand is crucial as it indicates interest and can lead to more straightforward and faster sales conversions. Prospects who come to you already trust your brand and understand your solutions, making them more likely to convert into customers.
…and it will also facilitate your outbound efforts
But the benefits of a content ecosystem go beyond inbound. Content also plays a critical role in outbound. It builds authority and trust, which increases your chances of positive responses from businesses already familiar with your brand.
Accelerate sales cycles
Increase sales closing rates
Reduce the number of objections
Moreover, by monitoring how businesses interact with your content, you can gather valuable signals. These signals help you identify and prioritize accounts to contact first. Combining these insights with data from other sources, like your website and CRM, allows you to personalize your outreach, making your outbound efforts more targeted.
Provides insights on prospects
Helps to identify & prioritize accounts
Personalisation of outreach based on signal
Alright, those were the 3 reasons why you should build your content ecosystem. The next newsletter will be next week on another topic.
Get actionable guidance on how to build your content ecosystem, step by step
If you want to go further with your content strategy, have a look at my B2B content marketing course. I teach my 5-step system to install a profitable content strategy for your business.
What is abm?