The second step is to create and distribute content that's relevant to your target audience. Relevant content will attract this audience to your website when they're searching for solutions, and will establish trust with them when they read what you've published.
Relevance is created by meeting your ideal buyer:
Whether you’re looking to partner with a general contractor or get hired for commercial work, maintaining relevance in the digital world is key to your future success because that’s where the researchers and buyers are.
69% of respondents to the 2016 B2B Buyers Survey from DemandGen said that the single most influential aspect of any vendor’s website is “relevant content that speaks directly to my company.” That same research revealed that Web search and vendor websites, at 68% and 54% respectively, were the first two resources that informed purchase decisions by B2B buyers.
Your strategic marketing plan should clearly define what kinds of content to create, when to create it, and how to distribute it to be the most relevant to your ideal buyer.
One example of highly relevant content to post includes blog posts. Companies who publish 16+ blog posts per month had almost 3.5X more traffic compared to companies who published between 0 - 4 monthly posts.
Start by creating a strategy that clearly lays out your target audience and goals along with a defined, researched content plan to meet them. Then, write, publish, and distribute relevant content. Learn more here, and check out Part 3 - Attract and Retain a Defined Audience.